Ad Age ran an article today that surprised me. Even though the interactive channel is growing at a very healthy 15% clip, that growth is being outpaced by a medium that may surprise you as well: shopper marketing, which is growing at a rate of 21% per year.
In case you are not exactly sure what shopper marketing is, you’re not alone. In fact, even the people who DO shopper marketing don’t agree on exactly what it is. The definition, according to the report, is: “All marketing stimuli designed to engage the shopper, build brand equity and lead him/her to make a purchase while he/she is in ’shopper mode.’”
All this is more bad news for traditional media (TV, Radio, Print) which is growing at about 2%. And news, one must believe, will get a lot worse for them before it gets better—if indeed it ever does.
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