Paradigm Shift: Consumers as Shoppers
A Fresh Marketing Strategy – Shopper Marketing
Brand Management
Consumerism
Internet Marketing
Business marketing professionals stride hard to come up with scalable and innovative brand strategies to target the right audience – active consumers. It came to a point when brand X could no longer contain the consumer demands and brand competitors compelling marketing strategy that attracts old and new consumer groups. Leaving behind brand X in doubt.
Brand management and marketing nowadays is being spread out using different platforms:
Traditional marketing – tri-media (radio, tv and paper)
Word of mouth
Internet marketing – websites, social media and online groups, pages and forums
Any applied method and marketing approach, a product and/or services could best exemplifies success given the right amount of brand quality and how this specific brand influence its consumers. One of the factors that drive an effective marketing is to adopt and research the brand — how the consumers/shoppers behave, what influences their decision making and purchasing power. Deiville is sharing an article from Philippine Marketing Association and its recent study about Paradigm Shift: Consumers as Shoppers.
As quoted:
The growing number of competing brands, coupled with an increasing number of critical thinking shoppers, is one of the current challenges marketers and business owners face. According to an official of the Philippine Marketing Association (PMA), knowing one’s consumers is just the beginning. To weather these challenges, it is necessary to go beyond knowing and understanding how they behave as shoppers.
“If you are selling in a retail setting, you must be aware of the behavior of your consumers when they shop. Discerning why consumers buy, what influences them, what hurdles their purchase, where they buy, is vital information in successfully achieving your sales targets,” explains Donald Patrick Lim, Overall Chairperson of the Asian Marketing Conference.
Lim is referring to a discipline called “Shopper Marketing,” which is described as brand-marketing for retail, focusing on consumers as shoppers. It looks at a market as active shoppers rather than passive consumers.
While this trend has been utilized by multi-national companies such as P&G and Wal Mart, convincing key decision-makers in the Asia-Pacific region of its importance remains a challenge. According to Lim, there are some hesitations and misunderstandings of the concept since adopting it would require a reinvention and retooling of earlier applied strategies.
As an organization that aims to enable Filipino marketing professionals to become global marketers, the Philippine Marketing Association holds a yearly National Marketing Conference. But for this year, it has been upgraded to an Asian Marketing Conference entitled “Asiannovation2: Unleash the Asian Marketing Masters” and happening on July 19-20, 2012 at the Rizal Ballroom of Makati Shangri-La.
“This is a great opportunity for Filipino marketers and key decision-makers to gain insights and a better understanding of emerging theories and practices in marketing such as Shopper Marketing. We are glad that Michael Robinson, a Shopper Marketing expert, will be among the speakers,” says Lim.
Robinson has been actively engaged in Shopper Marketing in the Asia Pacific Region, serving as the South East Asia Managing Director and APAC Shopper Marketing Director of Momentum Worldwide.
His business at Momentum Worldwide has produced several customized shopper behavior studies to enable understanding of the roles that various channels play in a consumer’s decision-making process with the goal of producing creative solutions. He co-created Momentum Asia Pacific’s Shopping Lab – a suite of proprietary tools that track shopper behavior to reveal everything from Point-of-Sale (POS) effectiveness to media Return on Investment (ROI).
“There are a lot of challenges to businesses today and we can’t hold ourselves back. We should always be equipped with new knowledge, skills, and tools to achieve successful business strategies and marketing campaigns. There’s still a lot to learn,” advises Lim.
For more information on registration details about:
“Asiannovation2: Unleash the Asian Marketing Masters”
[t] 634-5722, 634-4890, 638-7700, 0927-715-6676, 0917-881-8PMA (672) – contact the PMA secretariat
[e] email asianmasters2012@yahoo.com
[w] www.asianmarketingconference.com
G’Day! Admin Green Dei,
On a similar note,, does this make sense, its for a cover letter for a cv. please correct any errors
Re: Part time vacancies
Please accept this letter and the accompanying resume as my application for a part time vacancy. I wish to pursue as I follow fashion trends religiously, enjoy the store environment, and thrive on helping customers find what they want.
I have successfully acquired skills in customer service, merchandising and product management, and that I have a solid knowledge of retail policies and processes from previous jobs.
I would love to work for your company I am excited about the opportunity to contribute to the success of your retail brand generally. I look forward to hearing from you
Yours Sincerely
Emma Castle
BTW great blogpost
Ola! Admin Green Dei,
Thanks you for your post, I just got my Bachelor’s degree with double major in Marketing and Advertising. I would like you experienced people to advise me on career ladder in marketing.
My ultimate goal is to become CEO of a company. So working backwords….I think it goes like this.
CEO
VP Marketing
CMO
Brand Manager (different levels)
Assistant Brand Manager
Market/Product Analyst
Guide me if I presume this ladder wrong. I like consumer behavior studies, math, analysis, researching trends etc….that is why I do not want to start with a sales job. I am more interested in Brand Management.
I do not have prior experience specially in this field other than an advertising internship. What would be my first job?
Also, if you have thorough experience about this field…I would like you to share approximate salary info as well.
Thanks
There are many published books, articles and training workshops on the topic of Market Warfare.
This is one of the more popularized and controversial topics in Marketing circles.
It has prevailed and has almost achieved cult classic status.
Hey There Admin Green Dei,
Neat Post, The most valuable assets in your company are your brands that are build trust of customers on them and loyalty with customers. But that thing takes a lot of time and efforts to make the valuable brand that satisfies the customer needs, that purchase by the customers because there will promise for customer that they will return its value. Basically the creation of brands depends on groups of customers with same needs. Branding is the long-term and strategic process in which the creating and managing of brands held. Brand Management is the defined as the creating, developing and managing of brands of company. It is well defined and strategic process which should managed by the series of activities. There are strategies and tact that should be creative and well developed to make strategic brand management.
BTW great blogpost
Everything is very open with a very clear explanation of the issues.
It was truly informative. Your site is useful. Thank you for sharing!
Hello thеre! Thiѕ article could not be written any bettег!
Going through this post reminds mе of my previouѕ
rоommate! He continuallу κept ρreаching about thiѕ.
I will send this article to hіm. Fairly certain hе
will hаve a gгeat reаԁ.
Manу thаnks for shaгing!
yοu’re in reality a good webmaster. The web site loading velocity is amazing. It sort of feels that you are doing any distinctive trick. In addition, The contents are masterpiece. you have performed a wonderful task in this topic!
I love reading through a post that can make people think.
Also, thank you for permitting me to comment!
Hi there! This is my first visit to your blog! We are a collection of volunteers and starting a new project in a community in the same niche.
Your blog provided us beneficial information to work
on. You have done a wonderful job!
Does your site have a contact page? I’m having problems locating it but, I’d like to send you
an email. I’ve got some suggestions for your blog you might be interested in hearing. Either way, great website and I look forward to seeing it improve over time.
Hello there, just became aware of your blog through Google, and found that
it’s really informative. I’m gonna watch
out for brussels. I will appreciate if you continue this in future.
Numerous people will be benefited from your writing. Cheers!