The Association of National Advertisers and GfK have some new research out showing just how important mobile has become to shopper marketing campaigns.
Specifically, shopper marketing has progressed from only driving short-term sales to motivating shopper behavior more broadly, the ANA and GfK find.
As a discipline, shopper marketing is subject to many misconceptions, says ANA President and CEO Bob Liodice.
“There is little consistency in how it is defined and what the best practices should be,” Liodice notes in the new report. “We conducted research to help bring clarity to the current state of the category and make predictions about where it’s headed.”
