The Digital Path to Purchase Often Involves Brick-and-Mortar Stores

June 7, 2017

To say it’s been a bad year for traditional brick-and-mortar stores is to understate the situation. Suzanne Kapner (@SuzanneKapner) reports, … Continued

Targeted Marketing and Cognitive Computing

May 31, 2017

“It’s not a coincidence that artificial intelligence is rapidly colonizing marketing tools designed for business sales,” writes Barry Levine (@xBarryLevine). … Continued

Content Marketing is All About the Message

May 11, 2017

“It’s hard to imagine a world where advertising is perfectly targeted to know exactly how you feel and what you … Continued

Omnichannel Operations Remain Frustrating

May 10, 2017

While moderating a panel discussion earlier this year on the subject “The Science and Art of Modern Retail,” Lauren Sherman … Continued

Targeted Marketing: Easy as X, Y, Z

April 21, 2017

“Marketing has come a long way since the days of the one-size-fits-all radio jingle,” writes Samantha Christmann (@DiscountDivaSam). “Advertisers have … Continued

Mobile and IoT Driving Consumers’ Digital Path to Purchase

April 20, 2017

Consumers are increasingly using the digital path to purchase when they buy things. To be honest, the so-called digital path … Continued

Taking Advantage of Emerging Opportunities on the Consumer’s Digital Path to Purchase

March 20, 2017

The digital path to purchase is increasingly dominating retail sales. By that I mean consumers are increasingly using mobile devices … Continued

Buttons and Keyboards on the Digital Path to Purchase

February 3, 2017

The two most important characteristics of the digital path to purchase are convenience and information. Although the consumer digital journey … Continued

Omnichannel Operations are the New Normal

February 1, 2017

This past holiday season was a paradox. Consumer spending was up; nevertheless, thousands of retail stores are shuttering their doors … Continued

Targeted Marketing in the Age of Smart Systems

January 23, 2017

No one doubts we are fully immersed in the Age of Information. A few years ago, David Russell Schilling (@davidrschilling) … Continued

Digital Path to Purchase Wins Big During Holidays

January 16, 2017

Retailers should have been smiling this past holiday season. Paul Ziobro (@pziobro) reports, “Estimates from retail research firms suggest sales … Continued

Artificial Intelligence and the Digital Path to Purchase

January 10, 2017

Over a dozen years ago, Steven Spielberg’s movie Minority Report introduced viewers to a future in which marketing and advertising is … Continued

The Digital Path to Purchase Requires Multiple Supply Chains

December 1, 2016

The digital path to purchase and omnichannel operations are complicating supply chain operations in a number of ways. The staff … Continued

Black Friday in a Post-modern Consumer-centric Era

November 25, 2016

A few years ago, an article in SupplyChainBrain asserted omnichannel sales are becoming so important they are transitioning the retail sector … Continued

Omni-channel Supply Chains and Retail’s Future

November 7, 2016

“The growth of internet-enabled commerce, mobile devices and social networks has led companies to be more digitally driven since the turn … Continued

Targeted Marketing: How Much Segmenting is Too Much?

November 3, 2016

When Procter & Gamble (P&G) announced it was going to do less targeted marketing on Facebook, it was big news. … Continued

Baby Boomers: Targeted Market with an Expiration Date

October 5, 2016

Most current articles about targeted marketing focus on landing millennial (aka Generation Y) consumers and some articles even looking further … Continued

Digital Transformation and the Digital Path to Purchase

September 28, 2016

We live in the digital age; mobile technologies have penetrated deep into most societies; and, the digital path to purchase … Continued

Will Millennials Change What’s Found on Grocers’ Shelves?

September 20, 2016

A couple of years ago, Monica Watrous (@MonicaWatrous) reported that the Specialty Food Association and Mintel International concluded millennials are … Continued

Targeted Marketing Personas: More Catching Less Fishing

September 14, 2016

Have you ever gone fishing? If you have, then you understand your chances of catching something improve when you know … Continued

The Importance of Segmentation in Targeted Marketing

August 19, 2016

I have no idea when consumer segmentation was first introduced as a targeted marketing tactic. I suspect it may have … Continued

The Digital Path to Purchase is Becoming the Smartphone Path to Purchase

August 15, 2016

“Shopping is going digital,” assert analysts from UPS, “and digital is moving to smartphones.”[1] For years, the digital path to … Continued

The Future of the Digital Path to Purchase

July 27, 2016

The digital path to purchase has been growing for years. Laura Stevens (@LauraStevensWSJ) reports, “For the first time, consumers say … Continued

Digital Natives are Making the Digital Path to Purchase a Busy Place

July 5, 2016

“For the first time,” reports Laura Stevens (@LauraStevensWSJ), “consumers say they bought more of their purchases on the web than … Continued

Does Walmart’s Effort Secure the Future of Online Grocery Shopping?

June 28, 2016

“It’s been clear for a while,” writes Bill Bishop (@BrickMeetsClick), Chief Architect at Brick Meets Click, “that a wide range … Continued

The Digital Path to Purchase is Rapidly Becoming a Superhighway

June 2, 2016

Nearly every week we read about more brick-and-mortar stores closing their doors. The reason for these closings is almost always … Continued

Targeted Marketing in the Age of Cognitive Computing

May 31, 2016

“The future of marketing,” writes Derek Newton (@DerekTNG), “is intensely personal — marketing targeted not just to you, but to … Continued

Cognitive Computing can Help Discover Your Customer’s Digital Path to Purchase

May 27, 2016

The digital path to purchase for any potential customer can include a number of different twists and turns including ones … Continued

Agile Marketing is Right Approach for Today’s Digital Path to Purchase

May 18, 2016

According to Scott Brinker (@chiefmartec), co-founder & CTO of ion interactive, today’s digital path to purchase requires marketers to create … Continued

Digital Path to Purchase Requires a Mobile First Mentality

May 12, 2016

“With its same-day delivery and a mobile-first mentality,” writes Adrienne LaFrance (@AdrienneLaF), “Diapers.com is currently doing business in the environment … Continued

Targeted Marketing: Arms Open for Millennials but no Embrace Yet

May 4, 2016

We’ve all seen little figurines with their arms stretched wide standing on a pedestal engraved with “I love you this … Continued

Privacy Remains One of the Greatest Big Data Concerns

April 26, 2016

“Big Data? Big problems,” writes Maurice Lévy, chairman and chief executive of Publicis Groupe. “With each hack, leak, and act … Continued

Artificial Intelligence and the Digital Path to Purchase

April 19, 2016

Annual online sales are predicted to surpass $500 billion by the end of this decade.[1] Getting a share of that … Continued

Getting the Most Out of Content Marketing

April 6, 2016

Last year Gartner released a study about the five top emerging trends in digital marketing. One of those trends was … Continued

Retailers Searching for On-ramps to the Digital Path to Purchase

April 4, 2016

The big news from last year’s holiday shopping season was that omnichannel marketing was the big winner. Suzanne Kapner (@SuzanneKapner) … Continued

Targeted Marketing: Are We Entering a Golden Age?

March 16, 2016

A few years ago, Barry Schaeffer, Principal consultant with Content Life-cycle Consulting, wrote, “In times past, you targeted your marketing … Continued

Customer is King on the Digital Path to Purchase

March 3, 2016

There is nothing new about the notion that companies need to focus on customers. Companies have always needed customers. Karl … Continued

How Technology is Changing the Supply Chain

March 1, 2016

Everyone knows that technology (especially, the Internet) has changed the business landscape. Loretta Chao (@LorettaChao) and Steven Norton (@steven_norton) write, … Continued

Targeted Marketing Landscape Predicted to Change

February 26, 2016

Gartner asserts there are five underlying digital marketing trends currently shaping the advertising landscape.[1] They are: “The purchase funnel has … Continued

The Digital Path to Purchase is Increasingly Mobile

February 4, 2016

“There’s a new boss in town and she is tougher than any boss you’ve had before,” writes James LeTart (@JLeTartcomm), … Continued

Big Data Analytics are Improving Business Performance

February 3, 2016

“Nobody needs to be told that data is becoming more complex,” writes Adrian Bridgwater (@ABridgwater). “Every user realises that all … Continued

Secret to Successful Targeted Marketing: Highly Relevant Content

January 20, 2016

According to Boston Consulting Group analysts, “Digital’s potential — the delivery of relevant advertisements to interested users at opportune times … Continued

Mastering the Digital Path to Purchase Remains Challenging

January 6, 2016

A little over a year ago, HRC Advisory reported, “While numerous retailers have collected years of customer data, only 9 … Continued

Smart Location-based Targeted Marketing

December 29, 2015

Mobile technology is playing an ever-increasing role in the consumer’s digital path to purchase. A majority of all U.S. consumers … Continued

The Complex Digital Path to Purchase

December 17, 2015

Manufacturers and retailers need to reach consumers in order to motivate them to buy their products and services. To do … Continued

Trends 2016: Digital Enterprise Transformation

December 2, 2015

The 2016 prediction season has kicked off with International Data Corporation boldly releasing predictions and discussions in the following areas: … Continued

Millennials and the Holidays

November 27, 2015

Preparations for this holiday season started right after this year’s New Year’s celebrations ended. One big question on many retailers’ … Continued

Customer Experience on the Digital Path to Purchase

November 23, 2015

You read a lot nowadays about the importance of providing potential customers with a good experience as they travel the … Continued

Targeted Marketing Requires Persona Granularity

November 16, 2015

“For marketers,” writes Brad Meehan (@bradmeehan), a platform architect at VML and stand-up comic, “the ability to pinpoint their exact … Continued

Targeted Marketing — So Much to Consider

October 22, 2015

“The marketing world can be a tricky place,” writes Adam Groff, “especially if you head into each new campaign not … Continued

The Digital Path to Purchase Punches Holes in the Marketing Funnel

October 20, 2015

“You’re more likely to survive a plane crash than you are to click a banner ad,” writes Jason Goldberg (@retailgeek), … Continued

Inbound or Outbound, Targeted Marketing Makes Sense

October 15, 2015

For most lay people, marketing is marketing. Professionals, however, distinguish between outbound marketing and inbound marketing. Outbound marketing is considered … Continued

What Does Becoming a Digital Enterprise Mean to You?

October 7, 2015

“Companies today are rushing headlong to become more digital,” write Karel Dörner and David Edelman (@davidedelman). “But what does digital … Continued

Cognitive Computing and Paradigm Shifts Affecting the Supply Chain

September 29, 2015

“To-date,” writes Adeel Najmi (@AdeelNajmi), Chief Science Officer and Senior Fellow at JDA Software, “the entire supply chain has been … Continued

How the Digital Path to Purchase has Changed Consumers

September 16, 2015

“The digital path to purchase is the next logical step in the path to purchase evolution,” Tom Furphy (@tomfurphy), chairman … Continued

Grocery Shopping with Millennials: Bring Your Smartphone

September 3, 2015

Supermarket giant Kroger is expanding its experiment with an online ordering service called ClickList that allows consumers to order groceries … Continued

Personalization and Identity-Driven Marketing

September 1, 2015

“Companies are increasingly tuning in to the importance of understanding their customers in order to make their marketing more effective,” … Continued

What the Truman Show Can Teach Us about Big Data

August 31, 2015

According to a report prepared for the World Economic Forum by Bain & Company, “Personal data is becoming a new … Continued

Kraft/Heinz Merger Highlights Need for Cognitive Value Chain™

August 20, 2015

The Kraft Heinz Co. recently announced that it was laying off 2500 employees in the U.S. and Canada (including 700 … Continued

Marketing in the Age of Big Data

August 3, 2015

“Advertising has changed from an industry governed by hunches to one of data-driven precision,” writes Sq1 CEO Ernie Capobianco (@goernie20), … Continued

Targeted Marketing Requires Proper Identification of Ideal Customers

July 29, 2015

“Many companies pursue growth opportunities without adequately defining who their ideal customers are,” according to Frank V. Cespedes, James P. … Continued

Artificial Intelligence and the Digital Path to Purchase

July 28, 2015

“Ecommerce is a complex, convoluted thing,” writes Simon Le Gros Bisson (@sbisson).[1] She reminds us that e-commerce began humbly with … Continued

Eating, Drinking, and Shopping with Millennials

July 23, 2015

“Millennial mania … is overtaking all manner of businesses,” writes Hilary Stout (@hastout), “and [it] seems to be getting more … Continued

Seven Technologies Helping Grocery Shopping to get Personal

July 13, 2015

Last fall, Neil Z. Stern (@neilstern1), a senior partner of McMillanDoolittle, had the opportunity to visit a unique store in … Continued

Cognitive Computing and Targeted Marketing

July 6, 2015

AMC’s television series “Mad Men” ended on a delightful up note. The fictional lead character of the series, advertising executive … Continued

Making the Digital Path to Purchase Profitable

July 1, 2015

The rapid spread of mobile technologies (especially the smartphone) has mostly obliterated the traditional path to purchase for both business-to-business … Continued

Towards the Digital Enterprise

June 30, 2015

“Technology is intertwined in nearly every aspect of business today,” writes Pierre Nanterme (@PierreNanterme) and Marty Cole, respectively Accenture’s Chairman/CEO … Continued

Book Review: Connected by Design

June 18, 2015

I became interested in Barry Wacksman’s (@wacksman) and Chris Stutzman’s (@cjstutzman) book Connected by Design when I learned that it contained … Continued

Is Online Grocery Shopping Really About to Soar?

June 16, 2015

“Since the early days of the internet,” writes Cooper Smith (@CooperASmith), “entrepreneurs have dreamed of moving grocery shopping online. It’s … Continued

Welcome to the World of the Millennials

June 11, 2015

Christine Hassler (@ChristinHassler), a life coach and member of Generation Y (i.e., a Millennial) told Meagan Parrish, “The generational divide … Continued

Turning Big Data into Smart Data for Targeted Marketing

May 12, 2015

“I’m officially sick of the term ‘Big Data’,” writes Scott Fasser (@scottfasser), director of Digital Innovation for HackerAgency. “Marketers have … Continued

Predictive Analytics becoming a Mainstream Business Tool

April 30, 2015

Predictive analytics is a topic you are likely to hear a lot more about in the years ahead. Predictive analytics … Continued

Globalization is Moving Along Some New Roads

April 28, 2015

“A huge shift in trade and relations could be underway across Eurasia,” writes Douglas Bulloch (@douglasbulloch), “and China’s New Silk … Continued

The Digital Path to Purchase is a Personalized Journey

April 7, 2015

“The digital path to purchase is the next logical step in the path to purchase evolution,” Bill Bishop (@BrickMeetsClick), Chief … Continued

Targeted Marketing: Helpful or Creepy?

April 2, 2015

Barry Schaeffer, a consultant with Content Life-cycle Consulting, reminds us that targeted marketing was not born in the digital age, … Continued

Transforming the Supply Chain in an Omnichannel World

March 25, 2015

“The rise of the omni-consumer,” asserts Fabrizio Brasca (@FabBrasca), Vice President of Global Logistics at JDA Software, “has changed virtually … Continued

The Digital Path to Purchase: Complex and Growing

March 18, 2015

In a masterful bit of understatement, the folks at Google note, “These days, the customer journey has grown more complex.” … Continued

Big Data Analytics and the Connected Supply Chain

March 11, 2015

“Our world continues to change at an increasing rate,” writes Ron Guido (@safeathome12), President of LifeCare Services, LLC. The biggest … Continued

Customer Experience (CX) Highlights the Digital Path to Purchase

March 3, 2015

Gartner analyst Jake Sorofman (@jakesorofman) reports that Gartner’s 2015 Marketing Spending Survey concludes, “Customer experience is the most pressing mandate … Continued

Successful Targeted Marketing Requires Knowing Your Customer

March 2, 2015

Pamela Bartz, vice president at GT Software, and Michael Pernice (@MichaelPernice), GT Software’s regional sales manager, ask Chief Marketing Officers … Continued

Engagement is the Key for Digital Path to Purchase Success

February 11, 2015

The late department store magnate John Wanamaker once stated, “Half the money I spend on advertising is wasted. The trouble … Continued

Targeted Marketing is Getting More Refined Thanks to Technology

February 10, 2015

“The pace of innovation in marketing technology is astounding,” writes Doug Camplejohn (@camplejohn), CEO and founder of Fliptop. “Adobe, Salesforce, … Continued

The Digital Path to Purchase Comes of Age

January 26, 2015

Last July, Scott Welty, global vice president for retail industry strategy at JDA, wrote, “The technology-driven shift to omnichannel shopping … Continued

Location-based Marketing is on the Move

January 22, 2015

Last year, Michele Nemschoff (@mnemschoff), Vice President, Corporate Marketing at MapR, asserted, “Thanks to the rise of the mobile consumer, … Continued

Targeted Marketing: It’s Tough Getting Out of the Gate

January 8, 2015

Emily Steel (@emilysteel) reports that in the past few years hundreds — if not thousands — of companies have emerged … Continued

Enhanced Shopping Experiences and the Digital Path to Purchase

December 23, 2014

“Retailers, reliant on a traditional bricks-and-mortar heritage,” writes Trisha Nichols, Managing Partner at MediaCom US, “face a complex task of … Continued

2015 Predictions: Emerging Markets

December 18, 2014

Sustained global economic growth primarily depends on continued growth in emerging markets. New middle class consumers in those markets will … Continued

2015 Predictions: Digital Marketing

December 16, 2014

One area in which you can find a wide variety of predictions is digital marketing. The reason for all this … Continued

Mobile is beginning to Dominate the Digital Path to Purchase

December 1, 2014

A year ago Paul Marobella (@marobella), President of Havas Worldwide Chicago Group, wrote, “Six years after Apple’s first-generation iPhone kicked … Continued

Targeted Marketing Requires Personalizing Your Content

November 10, 2014

“Amid the buzz about data marketing,” writes Matthew Parsons (@matt_parsons), “it’s all too easy to forget that customers are real … Continued

The Digital Path to Purchase Requires Mastery of Omnichannel Capabilities

November 5, 2014

“Very few companies – a mere five percent – believe they are ‘advanced’ when it comes to omnichannel capabilities,” a … Continued

On the Digital Path to Purchase, CPG are Firms Moving Slowly

October 20, 2014

“The consumer path to purchase has become complicated in the digital age.” asserts Kinga Hulewicz (@KingaHulewicz). “Consumers have become savvier, … Continued

Context versus Content Marketing

October 16, 2014

“Face it,” writes Carlton A. Doty (@carldoty), “Your brand is defined by the interactions that people have with it. While … Continued

Grocery Shopping: The Digital Path to Purchase is Here and It’s Mobile

October 9, 2014

In the hustle and bustle of this year’s holiday season, will online grocery shopping be part of the consumer experience? … Continued

Target Marketing to Millennials

September 24, 2014

“Nearly every digital marketer has a goal of creating a viral campaign,” writes Kelsey Libert (@KelseyLibert), a Marketing Vice President … Continued

Digital Path to Purchase Dominates Early Stages of Retail

September 15, 2014

“Consumer packaged goods companies are at a tipping point,” writes Karlene Lukovitz. “Those that implement effective digital game plans now … Continued

Despite the Hype, Retailers Wrestle with Omnichannel Marketing

August 25, 2014

DC Velocity reports, “Less than one-fourth of retail CEOs participating in a recent study believe the rise of omnichannel shopping … Continued

Digitalization and the Digital Path to Purchase

August 21, 2014

Kelsey Jones (@wonderwall7) reports that a recent study released by the Altimeter Group, The State of Digital Transformation, “discusses the phenomenon of … Continued

Targeting Your Most Valuable Customers

August 13, 2014

Kelly Liyakasa (@KellyLiyakasa) reports that a common theme at last summer’s eTail East conference in Philadelphia “was delivering personalized offers … Continued

McCormick Continues to Pursue Its Online Presence

August 7, 2014

McCormick & Company® is constantly “pushing to raise the art, science and passion of flavor to a higher level — … Continued