SM#104:THEDIGITAL#LANDSCAPE#FOR#SHOPPER#MARKETING# · PDF file ·...
Transcript of SM#104:THEDIGITAL#LANDSCAPE#FOR#SHOPPER#MARKETING# · PDF file ·...
SM 104: THE DIGITAL LANDSCAPE FOR SHOPPER MARKETING BACKGROUND/BUSINESS NEED:
Shopping behavior is rapidly evolving, thanks to the continued rollout of consumer-‐empowering digital tools and a more recent industry-‐wide shift in business strategy to encompass e-‐commerce and omnichannel retailing.
For marketers, simply keeping track of the growing volume of shopper-‐facing digital media and tools at their disposal has become a difficult task. The need to identify tools that will effectively engage targeted shoppers and drive business growth makes their task all the more daunting.
However, this understanding is crucial to shopper marketing success, as consumers increasingly utilize digital tools to satisfy their needs at all stages of the path to purchase, and as retailers seek ways to capture or retain market share in the digital realm. In short, digital marketing has become as vital to effective shopper marketing as any other channel.
COURSE OBJECTIVES: Participants will gain an actionable understanding of:
• the evolution of digital media as a vehicle for marketing communications and the role they play in shopper marketing. • the primary ways in which digital tools have altered shopping expectations and behavior. • the need to integrate digital activation into the broader shopper marketing plan. • best practices for effective DSM activation.
IMPACT MEASUREMENT: For organizations/individuals who wish to qualify the learning experience:
• Demonstrated ability to identify relevant digital tools for use in upcoming programs. • Demonstrated ability to integrate digital activation into strategic planning.
PRE-‐REQUISITES: • Completion of SM 100: Fundamentals of Shopper Marketing • Participants will receive a list of materials to review on p2pi.org and digital tools to "sample" before undertaking the course.
COURSE DELIVERY: • Half-‐day of instructor-‐led training (public or corporate-‐specific).
LESSON LEARNING OBJECTIVES KEY TOPICS L1: DSM: Perspectives & Context
Gain a foundational understanding of the technological and societal changes that have made digital activation essential for shopper marketing.
• Marketing Communications: Digital Disruption • Definition & Scope • Debunking DSM Myths
L2: Digital's Impact on Shopping Behavior
Learn the five primary ways in which digital tools have changed shopper expectations and behavior.
• Key Behavioral Changes • Increased Complexity & Opportunity Along the Path to
Purchase
L3: Review of Digital Shopping Tools
Understand the potential role that various shopper-‐facing media, tools and destinations can play in the shopper marketing plan.
• The Path to Purchase • Common Tools Alignment
L4: Guidelines for Effective Digital Activation
Learn five fundamental guidelines for effectively leveraging DSM tools and technologies.
• Debunking Some Myths • Guidelines for Activation
L5: Measuring Impact Understand the unique complexities involved in measuring DSM impact and some commonly used metrics strategies.
• The Measurement Challenge • Common Metrics • Measurement Evolution
L6: Case Study Discussion Strengthen course learning through a deep dive into best-‐in-‐class examples of successful digital programming and integration.
• Case study 1, 2, 3 • Common elements of effective programs
L7: Post-‐Session Hear what's lies ahead for the evolving digital shopper marketing landscape. Create a personal action plan that will help put today's learning into practice.
• The Internet of Things • The Store of the Future • The Speed of Change • Personal Action Planning