As we step into 2024, the world of shopper marketing is evolving, and staying ahead means embracing the trends that matter.
Here's a quick guide to what's "in" and what's "out" in the dynamic landscape of CPG and shopper marketing.
"In" with the Future:
Omnichannel Dominance: The future is omnichannel. Brands are recognizing the power of seamlessly integrating online and offline channels to create a holistic shopping experience. The magic lies in reaching consumers where they are, whether online or strolling through the aisles.
Measuring Online-to-Offline Conversion: It's no longer just about online campaigns. The focus is on understanding how online efforts translate into real-world, in-store conversions. Real-time data and insights are the keys to unlocking this synergy.
Smart Investment Strategies: Smart marketers are doubling down on what works. This means identifying the marketing channels that deliver results and increasing investment in them. It's about efficiency and maximizing the impact of every marketing dollar spent.
Divesting from Ineffective Channels: What worked yesterday might not work tomorrow. Successful brands are agile; they're divesting from channels that don't resonate with their audience or deliver measurable results.
Offer Accessibility Anywhere a Link Can Go: The modern consumer engages with content across various platforms. Successful campaigns ensure that offers are not confined but can be attached anywhere a link can go – be it in an SMS, email, social media post, or influencer collaboration.
"Out" with the Old:
Data Dark Campaigns: In 2024, campaigns that operate in the dark without performance data are a thing of the past. Brands are demanding real-time analytics to measure and adapt campaigns on the fly.
Closed Ecosystems: The era of closed ecosystems is fading. Successful strategies involve connecting with consumers across multiple touchpoints and breaking free from limitations imposed by closed platforms.
Waiting Months for Campaign Data: Timeliness is key. Waiting months to see how a campaign performed is outdated. Modern marketers are demanding instant access to campaign data for quick and informed decision-making.
Retail Ads with No Clear CTA: Calls to action (CTAs) are crucial. Retail ads that lack a clear CTA are losing ground. Today's consumers want clear guidance on what to do next, whether it's making a purchase or exploring further.
Wasteful Paper Coupons: Killing trees needlessly to print paper coupons is not only environmentally unfriendly but also less effective in the digital age. Smart marketers are opting for sustainable, digital solutions that offer greater flexibility and accessibility.