Wednesday, February 08, 2012

Landscape of Marketing Technology

What works when and for whom?

With the myriad of platforms, vehicles, and tools available to marketers it seemed inevitable that someone would come up with a framework for understanding what works for whom and when. 

The Grocery Manufacturer's Association and Booz & Company released their fourth annual installment of 'Shopper Marketing' and while focused on the buying part of consumer behavior, it does offer a good framework for overlaying marketing objectives on top of technology. 

The key findings:
  • Marketing spend  on helping consumers choose (buy) continues to rise faster than other categories.
  • Deal seeking, particularly digital, continues to be integral to the decision-making process.
  • Proliferation makes for a complex world complex that eschews testing for the tried and true.
The overlay of business objectives and path to purchase on top of the effectiveness of various vehicles is worth the read.  

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