Shopper marketing needs to get a grip on its reason for being. By Chris Hoyt. The results of The Hub Magazine’s 2012 Shopper Marketing survey highlight a serious bifurcation of the discipline. Shopper marketing as an industry practice clearly means very different things — and has very different standards — for different camps. From positioning to funding to measurement, the survey indicates a growing split.
For example, overall budgets for shopper marketing are inching up — we now have a plurality of respondents whose budgets are between 4-6 percent of total marketing budgets — up from an average of 1-3 percent in previous years (see table one). On the other hand, almost 30 percent of respondents report that they have no established shopper-marketing budget in place at all — that they operate entirely ad hoc or opportunistically. Unfortunately, this non-funded group is now growing exponentially — up 82 percent since 2009 … read >>