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
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.