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Path to Purchase Shopper Expo 2015: What We Learned

By October 19, 2015 No Comments

As thousands converged in Minneapolis to attend the largest gathering of shopper marketers from across the globe, a theme emerged around Moments. Kristi Argyilan, SVP Media and Guest Engagement for Target, spoke about authentic relevancy and inspiration all “in the moment,” and how moment-appropriate messaging can turn a single moment into momentum for brands and retailers.

Procter & Gamble’s Shopper Marketing and Insights Associate Director, Stephanie Robertson, also built upon that theme as she spoke of delighting shoppers at the “moments that matter most”.  There is a new content imperative and it all centers on a consumer’s moment of intent. Serving the right creative to the right person at the right place and the right time.

We arrived at the Expo powerfully positioned to speak to these needs on the behalf of shopper marketers. With our core capabilities in ad technology and media, we are accustomed to utilizing data and technology in our solutions along the entire lifecycle of our campaigns. But going beyond our platforms – we arrived at the Expo with solutions that take our core capabilities one step further. We drive “moments of intent” by weaving moments of personalization and localization into every campaign. We’ve developed a truly advanced approach to the way we think about shopper marketing and the way we think about the consumer. Our solutions will continue to build on this theme in unique and groundbreaking ways that harness the power of data, tech, and social networking.

To summarize the key points shared by Kristi Argylian:

  • Be consumer obsessed
  • Harness the power of data and tech
  • Make time for innovation!

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