Trade Marketing in Transition | Brand Marketing, June 2017 | Criteo

Digital Marketing Researches & Reports

Trade Marketing in Transition, June 2017 | Criteo

Digital Marketing | Global

Marketing at many product companies is divided into brand & trade. “Brand Marketing” is all about telling the story of the product and building awareness & demand. “Trade marketing” focuses on sealing the deal with shoppers depending on many ways.

Get a better understanding of how marketers are adapting trade tactics & budgeting in an era of shifting sales from offline to e-commerce:

  • Direct mail (49%), couponing (49%), sampling (46%), end cap displays (46%), in-store promotions and giveaways (43%) are the most common tactics and forms included in trade advertising.
  • 47% of respondents said “Shopper Marketing” – the focus on the shopper rather than the channel – has become more important over the last 5 years.
  • On a scale from 1 to 5, measuring ROI is the biggest impediments for marketers to trade spend on digital with an average score of 3.45.
  • 29% of marketers considered Amazon setting prices as their top concerns about marketing their product online as compared to in a store, followed by 28% for the conflict between “brand.com” and “retailer.com”.
  • Product search driven by voice is the most technology marketers expect to be working within the coming 2 years (57%), followed by devices that transmit those voices in the household such as Echo and Google Home (55%).

    Graph Shows the Effectiveness Rates of the Different Local Media, 2017

Methodology:

Data was driven from 100 marketing executives. 27% of them worked for companies with revenues of $500MM and up. Half of the respondents were from the CPG sector, with the rest roughly divided between CE, Apparel, Toys and Health & Beauty.

Criteo

Marketing & Advertising

Criteo is a global leader in commerce marketing with more than 2,700 employees and 30 offices worldwide. Founded by a small group of great minds at a start-up incubator in Paris, Criteo growth is driven by machine-learning technology, data and performance at scale, and measurable ROI for its clients.With Criteo's holistic suite of advertising solutions, retailers, brands, and publishers of all sizes can access the data and technology they need to best serve their customers. Besides, trendy insights and recent data launched by Criteo to help marketers better understand their market environment.
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