GfK’s Shopper Marketing Summit session on insight activation, omnichannel shopping
One might wonder why TNM would find this press release of interest. Well, shopper marketing is a big growth area of publishers looking to grow their digital advertising businesses – or at least, it is with progressive digital publishers. The reason is that a large portion of marketing dollars are going in this direction. The trick is having sales staff and management that understand shopper marketing, selling digital advertising to agencies and brands, and wading through the obstacles many traditional publishers have placed to this new area of business.
The Shopper Marketing Summit is next week in the Chicago suburb of Schaumburg, and sponsors include Allrecipes.com, Time Inc. Retail, MyWebGrocer, and Valassis (among others).
NEW YORK, NY – March 13, 2015 — As purchase paths evolve, brands and retailers must continuously rethink their marketing efforts to remain relevant to shoppers. Next week, GfK’s Bitsy Bentley, Sarah Gleason, and Natasha Stevens will share key insights on this process with brand and retail marketers at the 2015 Shopper Marketing Summit.
The Summit is being held March 16 to 18 in Schaumburg, IL.
On March 17, Bentley (VP, Data Visualization) will join Gleason (SVP, Shopper & Retail Strategy) to present “Ensuring You Get the Most from Your Insights.” Part of the event’s “Activating Shopper Insights” track, their session will identify barriers to strong insight activation and tell how to overcome them. Bentley and Gleason will:
- show how to effectively engage key internal stakeholders at the outset to ensure alignment and support for activation on the back end,
- explore how to collaboratively build an action plan that will meet real-world business needs and get traction, and
- review tools to keep insights current and enable continued mining for additional learning.
On the 18th, Stevens (SVP, Digital Marketing Intelligence) will incorporate GfK’s annual FutureBuy® study into her talk, “Solving for the Omnichannel Shopper.” Decoding omnichannel shopping behavior is still a challenge for many brands and retailers; Stevens will help marketers react to these changing behaviors, showing them how to
- take an integrated approach to uncovering a more holistic view of shopper behavior and
- drive more effective activation strategies and marketing tactics.
Held annually, the Shopper Marketing Summit attracts senior-level industry experts and leaders to collaborate with peers in a free exchange of techniques, thoughts and best practices related to purchase paths and the customer journey.