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Landmark Study on the ‘Omni-Channel’ Shopper

The Brand Activation Association (BAA) and Booz & Company have unveiled the results of a comprehensive research study that goes well beyond shopper marketing to explore how today’s consumers have dramatically changed the way they interact with brands. Entitled Reimagining Shopper Marketing: Building Brands through Omnichannel Experiences, the study is based on in-depth research with dozens of the world’s leading brands and explains how there has been a rapid shift from a traditional linear marketing model to a new omni-channel marketing model that has resulted in a number of CMOs reevaluating how they spend their promotional dollars. Some of the key findings of the study include responses to the question about how marketers plan to change their MarCom mix over the next two years:

  • 100% of consumer brand manufacturers plan to increase their mobile marketing spend with 44% predicting increases of over 10%
  • 96% will increase social media spend with 67% increasing it over 5%
  • 96% will increase their shopper marketing budgets with 45% going over 5%
  • 68% rate investing in branded content and shopper experiences to engage shoppers before they go to the store as high priorities over the past two years
  • 64% rate investing in the same areas as above to drive repeat usage and loyalty after consumers buy as high priority over the last two years

The whitepaper, Reimagining Shopper Marketing: Building Brands through Omnichannel Experiences, is available at www.booz.com.