Shopper Marketing - July 2016 - 11


might be about as welcome as a dinnertime
telemarketer.
So, in this instance, even if I might actually be in the market for product information
management services, is a weather check on
a mainstream consumer website the right
place and time, the right contextually relevant occasion, in which to hit me with an ad?
As it turned out that night, an ad for Wolfgang
Puck's in Terminal 3 would have been an incredibly relevant offer (thanks to a four-hour
delay). But a B2B data solution? Not really.

answer before you chase me back to the car
waving a box of Macanudos.
It's also a matter of volume, too. Getting
the occasional incongruous ad wouldn't be
a big deal if it didn't happen numerous times
over the course of weeks or even months. Familiarity, in this case in the form of the same
ad ad nauseum, really does breed contempt.
To be fair, I've also encountered ads from
these two companies on a few technology
news websites. That's a much more relevant
place to be - and I very possibly could still
have been in a product information
management frame of mind. In that
context, they can keep hitting me
with ads for as long as they'd like.
But it'd be a shame if retargeting
became so obnoxious that it started changing shopper behavior in a
negative way: driving consumers to
avoid websites that employ retargeting too aggressively - or maybe even
All I wanted to know was this guy's batting average.
the sites that allow it too often. Hmm.
Maybe I should give Yahoo! Weather a try.
As a younger man, I always held out hope
Never mind: I just tried Yahoo! Weather
that a smile and a friendly hello implied that
and was hit with an Amazon ad for All-Clad
the young lady I'd encountered might be incookware. I searched that brand on Amazon
terested in a longer, meaningful interaction.
last week while wrapping up this month's
This hope, as you might guess, almost never
SM
story.
aligned with reality.
Similarly, the sole fact that I've visited a
website shouldn't suggest that I'm interested in buying whatever is sold there. Was I
Peter Breen is managing director
- special content for the Path
knocking on the door of your tobacco store
to Purchase Institute. He can be
because I wanted cigars or because I needed
reached at (773) 992-4431 or
directions? You probably should know the
pbreen@p2pi.org.

JULY 2016 SHOPPER MARKETING y

11



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
Shopper Marketing - July 2016 - 22
Shopper Marketing - July 2016 - 23
Shopper Marketing - July 2016 - 24
Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
Shopper Marketing - July 2016 - 32
Shopper Marketing - July 2016 - 33
Shopper Marketing - July 2016 - 34
Shopper Marketing - July 2016 - 35
Shopper Marketing - July 2016 - 36
Shopper Marketing - July 2016 - 37
Shopper Marketing - July 2016 - 38
Shopper Marketing - July 2016 - 39
Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
Shopper Marketing - July 2016 - 44
Shopper Marketing - July 2016 - 45
Shopper Marketing - July 2016 - 46
Shopper Marketing - July 2016 - 47
Shopper Marketing - July 2016 - 48
Shopper Marketing - July 2016 - 49
Shopper Marketing - July 2016 - 50
Shopper Marketing - July 2016 - 51
Shopper Marketing - July 2016 - 52
Shopper Marketing - July 2016 - 53
Shopper Marketing - July 2016 - 54
Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
Shopper Marketing - July 2016 - 58
Shopper Marketing - July 2016 - 59
Shopper Marketing - July 2016 - 60
Shopper Marketing - July 2016 - 61
Shopper Marketing - July 2016 - 62
Shopper Marketing - July 2016 - 63
Shopper Marketing - July 2016 - 64
Shopper Marketing - July 2016 - 65
Shopper Marketing - July 2016 - 66
Shopper Marketing - July 2016 - 67
Shopper Marketing - July 2016 - 68
Shopper Marketing - July 2016 - 69
Shopper Marketing - July 2016 - 70
Shopper Marketing - July 2016 - 71
Shopper Marketing - July 2016 - 72
Shopper Marketing - July 2016 - 73
Shopper Marketing - July 2016 - 74
Shopper Marketing - July 2016 - 75
Shopper Marketing - July 2016 - 76
Shopper Marketing - July 2016 - 77
Shopper Marketing - July 2016 - 78
Shopper Marketing - July 2016 - 79
Shopper Marketing - July 2016 - 80
Shopper Marketing - July 2016 - 81
Shopper Marketing - July 2016 - 82
Shopper Marketing - July 2016 - 83
Shopper Marketing - July 2016 - 84
Shopper Marketing - July 2016 - 85
Shopper Marketing - July 2016 - 86
Shopper Marketing - July 2016 - 87
Shopper Marketing - July 2016 - 88
Shopper Marketing - July 2016 - 89
Shopper Marketing - July 2016 - 90
Shopper Marketing - July 2016 - 91
Shopper Marketing - July 2016 - 92
Shopper Marketing - July 2016 - 93
Shopper Marketing - July 2016 - 94
Shopper Marketing - July 2016 - 95
Shopper Marketing - July 2016 - 96
Shopper Marketing - July 2016 - 97
Shopper Marketing - July 2016 - 98
Shopper Marketing - July 2016 - 99
Shopper Marketing - July 2016 - 100
Shopper Marketing - July 2016 - 101
Shopper Marketing - July 2016 - 102
Shopper Marketing - July 2016 - 103
Shopper Marketing - July 2016 - 104
Shopper Marketing - July 2016 - 105
Shopper Marketing - July 2016 - 106
Shopper Marketing - July 2016 - 107
Shopper Marketing - July 2016 - 108
Shopper Marketing - July 2016 - 109
Shopper Marketing - July 2016 - 110
Shopper Marketing - July 2016 - 111
Shopper Marketing - July 2016 - 112
Shopper Marketing - July 2016 - 113
Shopper Marketing - July 2016 - 114
Shopper Marketing - July 2016 - 115
Shopper Marketing - July 2016 - 116
Shopper Marketing - July 2016 - 117
Shopper Marketing - July 2016 - 118
Shopper Marketing - July 2016 - 119
Shopper Marketing - July 2016 - 120
Shopper Marketing - July 2016 - 121
Shopper Marketing - July 2016 - 122
Shopper Marketing - July 2016 - 123
Shopper Marketing - July 2016 - 124
Shopper Marketing - July 2016 - 125
Shopper Marketing - July 2016 - 126
Shopper Marketing - July 2016 - 127
Shopper Marketing - July 2016 - 128
Shopper Marketing - July 2016 - 129
Shopper Marketing - July 2016 - 130
Shopper Marketing - July 2016 - 131
Shopper Marketing - July 2016 - 132
Shopper Marketing - July 2016 - 133
Shopper Marketing - July 2016 - 134
Shopper Marketing - July 2016 - 135
Shopper Marketing - July 2016 - 136
Shopper Marketing - July 2016 - 137
Shopper Marketing - July 2016 - 138
Shopper Marketing - July 2016 - 139
Shopper Marketing - July 2016 - 140
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