MERCADEO Versión en español
Alejandro Martínez From Dieste: Shopper Marketing Must Be Built Around Stores
Liz Unamo| 5 de mayo de 2017
Martínez aconseja enfocarse en los influencers hispanos
Alejandro Martínez, Director of Market Intelligence at Dieste wrote an article in Provoke Weekly titled: Is Shopper Marketing the Missing Link to Higher ROI?He explains the effectiveness for this type of marketing as “it should be built around shopper and business insights in order to be effective. Objectives should be fully aligned with brand management, sales management, retailers, and agencies involved” he said.According to Martínez, P&G started the shopper marketing revolution when they came out with the two “moments of truth” concept. The first moment of truth–FMOT is when you’re at the point of sale and need to decide what brand to buy, and the second or SMOT is the after-purchase experience with the product. Both moments are important in order to be successful.This path-to-purchase model has become more elaborate, and now includes other MOTs, like the Zero Moment of Truth (coined by Google), that is the research you do before you go into the store, and the Third Moment of Truth (coined by Pete Blackshaw–ex P&G), when your customers become fans and engage with the brand on social media. “As shopping becomes more experiential and social, the quantity of influences and interactions a consumer and shopper have with a brand increase exponentially” he explained. This has complicated things in terms of knowing how to positively influence the shopper along the different stages of the path-to-purchase. In this sense, Martínez said that for brands to reach a higher ROI he recommends looking at retail from a more creative and solution-oriented point of view.
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