Shopper Marketing - April 2017 - 72

WHO'S WHO | IN SHOPPER MARKETING AGENCIES

THE MARKETING ARM: DAN BELMONT, CEO

D

an Belmont, chief executive officer of
The Marketing Arm, is well aware of
the seismic changes in shopper marketing, and his shop is taking action. Media reports indicate more than half of active brands
will review their agency this year. It screams
that people are looking for a better way, Belmont says.
In addition, Belmont and his colleagues are
dealing with what he calls the increasing irrelevance of old-school shopper marketing
strategy and tactics. "Looking at the explosion of the retailer ecosystem, you can quickly
see that the delineation between in-store, ecommerce and direct subscription as distinct
shopper sources of revenue has dissolved," he
72

y SHOPPER MARKETING APRIL 2017

Photos by Rex Curry

says. "Today, the shopper is using all channels.
They're buying across all channels and using
mobile, digital and social media. The focus is
shifting from product array to shopper need.
That's really interesting to us."
Belmont says his firm is moving its focus
from retail being a mere catalog of choice to
actually servicing people based on personal
convenience, relevance and value. It's an evolution from promoting brands to providing a
service for shoppers with the goal to help grow
brands.
Belmont's education and first job were
based in computer science. Even though he
then went down a different career path, Belmont's agency work remains data-driven to



Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
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