Customer engagement strategy that targets shoppers is expanding beyond in-store, point-of-purchase, and end-of-aisle promotions, according to a new report search from GfK and the Association of National Advertisers (ANA). Shopper marketing has evolved into an omnichannel approach aimed at reaching customers at all touch points. The report came in the wake of an ANA/PQ Media US Brand Activation Marketing Forecast report, which said that between now and 2020, investment in shopper marketing is expected to increase 5.8%, to $18.6 billion....

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