Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
A while ago I wrote a post endorsing Unilever’s move to a zero-based budgeting approach for its marketing spend. It was one of my best-ever read posts (who would have thought that budgeting was such a hot topic!) I argued that Unilever’s move would bring a much more responsive approach to their spend and challenge …
Most clients I speak to are increasing their investment in shopper marketing – most surveys seem to support this. And whilst this is potentially good news, to be effective these investments should be focused on activities which will lead to sustainable, profitable growth. For this to happen, the shopper marketing investment must create a change …
Marketing to shoppers – understanding our target market as they shop, and creating activity to change their behavior in a way which will drive consumption of our brands – has many benefits. Organizations with effective shopper marketing in place deliver significantly greater ROI than those that do not employ these strategies (when we interviewed Chris …
Many marketers have historically been rather spoilt from a data availability point of view. Whilst I know that many marketers out there survive with virtually no real data, on the whole the consumer marketing guys have always had more than their fair share. Even the most data starved marketer is typically feasting at the equivalent …
As Fournaise reiterated in its recent report, CEOs are beginning to get a little fed up with marketers. The apparent cavalier approach to investment has led 75% of CEOs to state that their marketers misunderstand and misuse key terms like results, performance, and ROI. More damning, 65% describe the world that their marketers inhabit as …