SM  104:  THE  DIGITAL  LANDSCAPE  FOR  SHOPPER  MARKETING    BACKGROUND/BUSINESS  NEED:  

Shopping  behavior  is  rapidly  evolving,  thanks  to  the  continued  rollout  of  consumer-­‐empowering  digital  tools  and  a  more  recent  industry-­‐wide  shift  in  business  strategy  to  encompass  e-­‐commerce  and  omnichannel  retailing.    

For  marketers,  simply  keeping  track  of  the  growing  volume  of  shopper-­‐facing  digital  media  and  tools  at  their  disposal  has  become  a  difficult  task.  The  need  to  identify  tools  that  will  effectively  engage  targeted  shoppers  and  drive  business  growth  makes  their  task  all  the  more  daunting.  

However,  this  understanding  is  crucial  to  shopper  marketing  success,  as  consumers  increasingly  utilize  digital  tools  to  satisfy  their  needs  at  all  stages  of  the  path  to  purchase,  and  as  retailers  seek  ways  to  capture  or  retain  market  share  in  the  digital  realm.  In  short,  digital  marketing  has  become  as  vital  to  effective  shopper  marketing  as  any  other  channel.  

COURSE  OBJECTIVES:  Participants  will  gain  an  actionable  understanding  of:  

• the  evolution  of  digital  media  as  a  vehicle  for  marketing  communications  and  the  role  they  play  in  shopper  marketing.  • the  primary  ways  in  which  digital  tools  have  altered  shopping  expectations  and  behavior.  • the  need  to  integrate  digital  activation  into  the  broader  shopper  marketing  plan.  • best  practices  for  effective  DSM  activation.  

IMPACT  MEASUREMENT:  For  organizations/individuals  who  wish  to  qualify  the  learning  experience:  

• Demonstrated  ability  to  identify  relevant  digital  tools  for  use  in  upcoming  programs.  • Demonstrated  ability  to  integrate  digital  activation  into  strategic  planning.  

PRE-­‐REQUISITES:  • Completion  of  SM  100:  Fundamentals  of  Shopper  Marketing  • Participants  will  receive  a  list  of  materials  to  review  on  p2pi.org  and  digital  tools  to  "sample"  before  undertaking  the  course.  

COURSE  DELIVERY:  • Half-­‐day  of  instructor-­‐led  training  (public  or  corporate-­‐specific).  

 

 

LESSON   LEARNING  OBJECTIVES   KEY  TOPICS  L1:  DSM:  Perspectives    &  Context  

Gain  a  foundational  understanding  of  the  technological  and  societal  changes  that  have  made  digital  activation  essential  for  shopper  marketing.  

• Marketing  Communications:  Digital  Disruption  • Definition  &  Scope  • Debunking  DSM  Myths    

L2:  Digital's  Impact  on  Shopping  Behavior  

Learn  the  five  primary  ways  in  which  digital  tools  have  changed  shopper  expectations  and  behavior.    

• Key  Behavioral  Changes  • Increased  Complexity  &  Opportunity  Along  the  Path  to  

Purchase    

L3:  Review  of  Digital  Shopping  Tools  

Understand  the  potential  role  that  various  shopper-­‐facing  media,  tools  and  destinations  can  play  in  the  shopper  marketing  plan.  

• The  Path  to  Purchase  • Common  Tools  Alignment  

L4:  Guidelines  for  Effective  Digital  Activation    

Learn  five  fundamental  guidelines  for  effectively  leveraging  DSM  tools  and  technologies.    

• Debunking  Some  Myths  • Guidelines  for  Activation  

L5:  Measuring  Impact   Understand  the  unique  complexities  involved  in  measuring  DSM  impact  and  some  commonly  used  metrics  strategies.  

• The  Measurement  Challenge  • Common  Metrics  • Measurement  Evolution  

L6:  Case  Study  Discussion   Strengthen  course  learning  through  a  deep  dive  into  best-­‐in-­‐class  examples  of  successful  digital  programming  and  integration.  

• Case  study  1,  2,  3  • Common  elements  of  effective  programs  

L7:  Post-­‐Session   Hear  what's  lies  ahead  for  the  evolving  digital  shopper  marketing  landscape.  Create  a  personal  action  plan  that  will  help  put  today's  learning  into  practice.      

• The  Internet  of  Things  • The  Store  of  the  Future  • The  Speed  of  Change  • Personal  Action  Planning