Shopper Marketing - July 2016 - 129


example, let's say a marketer has identified four
segments of moms for its brand of baby food:
organic, natural, mainstream and value. The core
creative may remain the same for each group, but
individual segments may receive a slightly different
message based on different visuals contained within
the ads.
Programmatic creative may also be applied to
search marketing. Fandango can send an e-mail to
a customer that says, "Save $2 on your next movie,"
and if that customer opens the email within 100
yards of a given movie theater, the content/message
(i.e., movies/ads) will be the same as the ones nearby.
"This is not easy to do," Cloutier says, "but it can
increase relevance to the customer by ten-fold."

PILLAR THREE:

Media

Shift the focus from media buying to
media delivery
Of the four pillars discussed here, media perhaps
has the most direct correlation with the concept of
precision. Traditionally, media is purchased with
the goal of reaching a broad demographic audience.
Instead, the goal should be to reframe the conversation about delivering the right message to the right
audience in a way that's non-intrusive and relevant.
"The question becomes: Can you be more impactful with a precise buy than a mass market spend to

KEY CONCEPT: Shopper Journeys
For years, marketers have tried any number of ways to describe and capture the consumer's path
to purchase. "Nobody shops in the same way," says Brian Cohen, EVP/Group Director and Head
of Digital Integration at Catapult. "But as marketers, we all tend to plan in the same ways and like
to think we know exactly what the user experience looks like."
That user experience is becoming more complex as new technologies provide digitally savvy
shoppers with an increasing array of options. There are multiple decisions to make at every step
along today's shopper journey.
To account for these trends, Cohen uses
a mapping model that he describes as a
sophisticated decision tree. "The shopper
journey is like a highway with off-ramps,
and each exit has a number of turns where
any number of decisions can be made,"
he explains. "These are what I call spark
points: It could be a billboard, banner ad,
seeing a sign inside a venue or even talking
to your friends on social media."
At each of these spark points, he inserts
a conversion mechanism - a key performance indicator that provides a measure
of the consumer response. In the case of a
banner ad, "Do you ignore it, click on it, or
keep in the back of your head?" he asks.
"There's always a next step. We want to
know what the conversion mechanism will be at each of those steps."
Cohen sees this process as moving consumers along the highway. "We can't force someone to
buy something," he says. "Marketers can't change behavior, but we can enable behavior. When
consumers do decide to make a purchase, we can make sure that we're in the right place at the
right time - with something that works for them."

9



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
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Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
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Shopper Marketing - July 2016 - 55
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