The Hub Cool News

DSM 5.0

catapultData will drive the next phase of Digital Shopper Marketing. By Jennifer Romano and Holly Manners. In the fast-moving digital world, five years can seem like an eternity. When we introduced the concept of Digital Shopper Marketing (DSM) in our inaugural study in 2009, the notion of a ‘digital path-to-purchase’ was still quite new. Smartphone penetration in the US was a mere 20 percent, and Apple wouldn’t launch its revolutionary iPad for another year. Digital tools, such as downloadable coupons and QR codes, were in their infancy.

Today, it is clear we are in a new phase of this always-evolving (and ever-fascinating) discipline. Now that more than 50 percent of the general population is using tablets and smartphones respectively, the long-awaited shift from desktop to mobile is taking center stage. As we continue to gain a clearer picture of the impact of mobile tools on shopping behavior, we are also striving to understand the complex interactions that take place within the multi-channel, multi-device path-to-purchase. continue