CMO releases Shopper Marketing: The New Rules of Engagement

The online surveys were fielded over August and September 2016.

Key findings

• For marketers, data strategies are a goal…not a reality yet. 35% admit that while there is a data strategy in place for marketing, it is not a strategy embraced or shared across the organisation. 23% admit that no strategy exists…at all.
  

  © Iakov Filimonov via 123RF

• Why? 43% admit that the organisation has yet to fully embrace data as a critical operational requirement; and an equal amount (43%) say that it is just too hard to get the entire organisation to agree on a data strategy.

• Proving marketers build the best walled gardens, 83% say customer data is informing them of behaviours on the brand’s website; but only 13% say their data points to customer behaviours outside the brand and retail partner sites.

• Consumers aren’t just reaching out for fun…they need something. 32% say that when they reach out, it is to solve a problem or because they have an issue or complaint. 4% say it is to connect with a specific personality of the brand and 5% say they are doing it for fun.

• Consumers overwhelmingly want savings and rewards that are based on their own past purchases (47%).

• When asked what forms of advertising or promotion moved a customer to buy, coupons and discounts (regardless of delivery channel) topped the list (71%), followed by suggestions from friends and family (39%).

• When asked which form of advertising was the least effective, relevant or valuable – and could also be the most bothersome – to consumers, disruptive ads don’t work. 29% of consumers pointed to TV ads, followed by radio ads (20%) and mobile text ads (20%).