Digital advances are changing the shopper marketing landscape daily. Think about it: we are almost never away from a digital gadget today. At home, we have our computers. On our commute, many of us are surfing the web or checking emails on our mobile phones. At the café, there’s a 3G connection that will have you up and running while you sip your morning latté.
Consequently, every digital development offers new opportunities for brands to grab attention, so this year at the SymphonyIRI Group Summit, we are proud to offer many exciting sessions that will help you hone the tools in your digital marketing arsenal.
To set the scene, Steve Frenda, Managing Director of In-Store Marketing Institute, will help us break down the current media environment, and decipher shifts in shopper behavior in our
“Future Marketing – Digital and Mobile” track session.
Building on those key elements, comScore will focus on the key trends in digital marketing for the CPG industry. comScore will present its insights into the industry’s ad effectiveness and growth opportunities in one session, and share study findings from recent digital copy tests across CPG brands in a second. These two sessions aim to shed light on what’s working, what’s not, and how these insights can be put to work in future campaigns.
In-store sales aren’t the only place that consumers are affected by messaging. As more and more shopping is done online, clever marketing methods are being developed to sway customer behavior all the way through check-out. In its session, Target will present a case study of its own use of Shopping Media, which offers highly relevant advertizing throughout the online purchasing process.
But today’s customer is tech savvy. Many know how to search online for a product, checking for reviews, sales and even coupons. Google will be joining us at this year’s summit to present a case study detailing how a CPG company’s sales and ROI can be driven by search and display advertising.
It’s no longer just electronics and books that are being purchased online either. The e-grocery trend is making weekly food shopping even easier for our busy lives. A panel of e-grocery masterminds will join us to discuss the changes in the way manufacturers are selling their products.
With so many new and exciting ways to reach out to consumers, these different sessions will all bring into focus different ways of addressing new marketing niches.
Visit www.sigsummit.com for more information and to register, and don’t forget to check back here and on Twitter (@SymphIRI and #SIGSummit) often for updates! We look forward to seeing you in Miami Beach!
