Facebook Exec: 'Mobile-First' is Critical in Future of Shopper Marketing
A "mobile-first" approach will be integral to figuring out the future of shopper marketing for both retailers and CPGs, Facebook's director of CPG, shopper marketing and ecommerce shared at an event produced by Progressive Grocer parent company, Chicago-based retail intelligence provider EnsembleIQ.
During his Oct. 3 keynote presentation at the Path to Purchase Expo, Dave Sommer shared two things retailers and CPGs must have to deliver the kind of individualized marketing experiences consumers expect today, PG sister brand Shopper Marketing reported: First, the ability to follow shoppers through a store or while they're shopping online, and second, the ability to connect digital and physical data sets.
Consumers are spending north of three hours a day on their phones, Sommer said, with Facebook and its subsidiary Instagram owning one-third of that time. Although Facebook's shopper solutions aren't fully cooked, the 14-year-old company is working to stay ahead of disruptors and innovate for the future, with a focus on impact and driving sales both online and in brick-and-mortar stores.