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.