Brands are increasing focus on shopper marketing as e-retailers become more popular

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 27, 2019, 2:14 PM UTC

A Jumpshot report found that Amazon had surpassed Google for product searches from 2015 to 2018.

This piece states that retailers, including the e-commerce giant Amazon, are no longer seen just as retailers but also brand marketing platforms. With about 50% of searches beginning on Amazon, brands have focussed their attention on shopper marketing.

Advertisers are now spending more on retail media operations, “mostly on Amazon”. WPP-owned Triad’s CEO Sherry Smith said that “there is no replacement for retail shopper data” due to their first-hand access to consumers. However, advertisers are looking for ways to leverage and navigate the retailer platforms to drive sales.

The author contends that brands need to go where their consumers are and interact in their preferred medium. Apart from DTC brands, even well-established names like P&G and Heineken have started to focus on shopper marketing.

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