Mobile Shopper Marketing
Shopper marketing has evolved from sales promotion, coupons and incentives to a data-driven embrace of consumer touchpoints along the path to purchase. Online behavior and e-commerce upped the ante, as consumers have come to expect personalization and custom attention from brands and retailers. Mobile is creating another paradigm shift as consumers manage all aspects of their lives via their mobile device. The MMA is conducting a marketplace assessment of the mobile shopper marketing space in order to identify the big picture issues that need to be addressed, as we have been too often bogged down by tactical considerations indigenous to certain brands and retailers.
Find Out How Mobile Affects the Consumer Journey In the MMA’s Mobile Shopper Marketing Report
Everyone in the marketing ecosystem realizes mobile is inextricably intertwined with the consumer journey. The challenge is in learning how to leverage it.
In the MMA’s latest white paper: “A Circle, Not a Funnel: The Role Mobile Plays In the Consumer Decision Journey,” you’ll discover mobile’s role from consideration all the way through the post-purchase experience. Along the way, you’ll also find out why the sales funnel is actually a circle, in which satisfied consumers repeatedly re- engage and re-purchase.
This report is essential for anyone in marketing who is determined to meet the consumer where they are – on their mobile device.
Download the full document here.
MMA Mobile Shopper Marketing Committee. The most recent report focused on a “mobile moments of truth” analysis of how, when and where consumers are using mobile to interact with brands and retailers: “A Circle, Not a Funnel: The Role Mobile Plays in the Consumer Decision Journey”
Over the past 4 months, the MMA has conducted a thorough discovery and assessment of the space (CPG specifically). As a result, the Committee is building a framework for how to address critical mobile touchpoints in the shopping and buying process in CPG, including the fundamentals of mobile shopper marketing – definitions, innovations and insights derived from successful, and not so, shopper programs.
Please join over 25 participating companies as we develop guidance around shopper marketing in mobile. Any MMA member who wants to get involved with this agenda should contact us at committees[at]mmaglobal[dot]com.