"I always said, I think we need to change our title, because it's not the old school shopper marketing," said Anne Martin, director of shopper marketing for Mondelez. This statement highlights the evolving nature of shopper marketing, shifting from traditional methods to a more data-driven and expansive approach.
"Retail media is expanding to CTV, new mobile placements and lots of other places where people aren't necessarily shopping," Martin explained. This shift indicates a broader strategy that goes beyond in-store marketing, incorporating various digital channels to reach consumers.
Martin emphasized that, "CTV may not make sense for every brand or shopper marketing campaign, but when audience data is layered in, CTV can be a far more useful channel for shopper marketing." This quote underlines the importance of data in optimizing marketing efforts across new media avenues.
"There's a time and place for the expansion of CTV," she said, suggesting that the integration of diverse channels must be strategic, focusing on when they can effectively enhance marketing efforts.
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