Shopper Marketing - July 2016 - 122


B R I N G I N G PR EC I S I O N TO C O N V ER S I O N M A R K E T I N G

Marketers can achieve greater relevancy by
connecting the dots on all of the available data
and by working toward a deeper understanding
of their customers.

T

he quest for relevance is an age-old struggle in
marketing, but it has taken on a new urgency
in the digital age. Increasingly, the old rules
of mass marketing no longer apply. Opportunities to reach consumers through deeper insights
and with greater precision abound in this era of
data-driven marketing.
Recent trends are in the marketer's favor. More
consumers are exploring products and shopping online, for example, leaving behind a valuable digital
footprint. Today's digital marketing landscape is
awash in so-called "hyper-personalization" techniques, as companies seek to leverage this data trail
in order to tailor ad messages and promotional offers to increasingly smaller segments of their target audience. Meanwhile, transactional data from
sources like retailer loyalty card programs provides
a window into purchase behavior and a platform
from which to launch shopper programs that are
targeted specifically to those behaviors.

The question is: To what end? Are marketers
who employ all of these data-driven methods
getting more of their messages through to the
right recipients? Are they strengthening bonds
with customers, providing real value in the form of
more relevant offers or increasing the likelihood of
purchases?
While there are no easy answers, evidence suggests
that at least some of the efforts to target customers
on a more personal level are falling on deaf ears. For
instance, a recent global survey by Accenture found
that 42% of consumers are willing to pay for ad
blocking services that eliminate interruptions from
online ads. The alarmingly high figure was a clear
indication that "too many ads are poorly targeted,"
said one top Accenture executive upon the release
of the report. Simply put, a misplaced ad has a high
chance of being regarded by consumers as irrelevant
or a waste of time.
Such cautionary statistics have not curbed

"The technology marketers use to be
relevant is accelerating as quickly as
the technology consumers possess to
turn us off if we're not."
ALICIA SMESTAD, EVP, Senior Group Director and
Senior Vice President, Catapult

2



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
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Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
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Shopper Marketing - July 2016 - 26
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