Shopper Marketing Minute – Digital Media & the Shopper Journey

In this episode, I discuss shopper digital media and the importance of reaching shoppers with timely, relevant content throughout their shopper journey to drive consideration, inspiration and conversion.

For me there are 3 key things that drive success with shopper digital ad campaigns:

1. Targeting
2. Content
3. Ad distribution

In terms of targeting, you must partner with a media company who is collecting insights from millions of data points such as online media consumption, interests and shopping behaviour, to enable brands to connect with their ideal audiences when and where it matters.

Second, content is key. Gone are the days of one-size-fits all creative executions.  Rather, brands need to deliver more personalized content to shoppers based on where they are in their journey.

Finally, it is important to work with a distribution company who has a dynamic ad platform who can serve ads hyper-locally based on triggers such as proximity to store, weather conditions and time of day.

One of my preferred partners is ShoperliftR who’s platform also features real-time ad rendering and the ability to serve ads with local area trade promotions which include the retailer name and address closest to the shopper.

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