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Should I advertise on TV? Is print dead? Should I work with an
influencer? Should I promote my product through Facebook and
Instagram ads? What about TikTok? How do brands get shoppers to say
"yes" in an increasingly complex, fragmented and fast-changing
world? Constant change, rapid innovation, category disruptors,
rising shopper expectations and new access to goods and services
have made consumers and shoppers incredibly adept at wading through
oceans of research and information. Before making a purchase
decision, your brand's target consumer is a shopper. With more
choices than ever before, shoppers are becoming increasingly
promiscuous, opening themselves up to new brands, products and
shopping channels. In Influencing Shopper Decisions, the authors
are market researchers who reveal how brands can help shoppers say
"yes" by better understanding consumer decision-making. By tracking
the evolution of the shopper mindset from the First Moment of Truth
to Google's infamous ZMOT, the authors outline a new paradigm for
shopping behavior that focuses on shopper needs, priorities and
context. Whether you're a CPG brand marketer, digital media company
or small business owner, Influencing Shopper Decisions provides an
unparalleled understanding of the shopper mindset and the keys to
unlocking it. After explaining the forces that drive consumer
decision-making, the authors outline key insights and strategies
that marketers can use to maintain relevancy and grow engagement
with consumers.
Should I advertise on TV? Is print dead? Should I work with an
influencer? Should I promote my product through Facebook and
Instagram ads? What about TikTok? How do brands get shoppers to say
"yes" in an increasingly complex, fragmented and fast-changing
world? Constant change, rapid innovation, category disruptors,
rising shopper expectations and new access to goods and services
have made consumers and shoppers incredibly adept at wading through
oceans of research and information. Before making a purchase
decision, your brand's target consumer is a shopper. With more
choices than ever before, shoppers are becoming increasingly
promiscuous, opening themselves up to new brands, products and
shopping channels. In Influencing Shopper Decisions, the authors
are market researchers who reveal how brands can help shoppers say
"yes" by better understanding consumer decision-making. By tracking
the evolution of the shopper mindset from the First Moment of Truth
to Google's infamous ZMOT, the authors outline a new paradigm for
shopping behavior that focuses on shopper needs, priorities and
context. Whether you're a CPG brand marketer, digital media company
or small business owner, Influencing Shopper Decisions provides an
unparalleled understanding of the shopper mindset and the keys to
unlocking it. After explaining the forces that drive consumer
decision-making, the authors outline key insights and strategies
that marketers can use to maintain relevancy and grow engagement
with consumers.
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