Second, the tsunami of social media continues to wash over marketers, innovators, and consumers alike. So while money spent on push marketing hasn’t caught up with shifts in the consumer landscape and the social media revolution, we are beginning to witness some profound under-the-radar shifts in how the “path to purchase” is defined.
In homage to P&G’s “First Moment of Truth” – a precursor to the “Store Back” POV – Google and IRI have recently introduced “Zero Moment of Truth,” a new way of thinking about the path to purchase that’s rooted in both the changes in the consumer landscape and the social media revolution.
She goes to the store to make a purchase and has a frustrating experience, an exhilarating experience, or some type of experience in between. Peeling the onion back reveals how dynamics are shifting and, to mix metaphors, how utterly inconsistent the funnel is with these changes. So while P&G is spot-on that brands that don’t work in the store don’t work, the “Store Back” way of thinking doesn’t account for what happens before the store (discussed above) and what happens after the store (discussed in Part Two of this post). As tempting as it might be to redesign your packaging to improve in-store decision-making, that won’t be enough. Creating shiny new objects, for smart phones or POS, might contribute to the noise not add to the brand particularly given the “clean store” movement on one hand and the gallop of technology on the other. You can tactically use coupons and FSIs, which consumers are paying close attention to, as a currently underleveraged way of communicating. A sixth implication is, of course, whether innovative brands should de-emphasize TV and spend more – or, heck, everything – on social media. Integrated Marketing Communications can be defined as “a communication process that entails the planning, creation, integration and implementation of diverse forms of marketing communications that are delivered over time to a brand’s targeted customers and prospects” (Shimp, 2010, p.10). The integration of all marketing efforts is necessary, due to the fact that the core meaning of the brand need to be stressed by each individual marketing technique.
It needs to be stressed that Integrated Marketing Communications is not just a buzzword or a management fashion.


Otherwise, bury the word in the same graveyard that includes the concept of “competing only on price,” interactive agencies that insist Web sites start with Flash introductions, and just about all potentially toxic product spokespeople. You ran a commercial that reminded media-saturated shoppers why they did, in fact, love your brand.
Time-pressed consumers are continually bombarded with more messaging, delivered in more ways, more often (“Is that a advertisement on my plum?”). Social media has created a participatory culture – a digital democratization where everyone should and can have a voice. You have to look deeper, at how you’re managing your category, from the number of SKUs you have today to the number of new products you’re planning on introducing tomorrow.
A library in which collections are stored in digital formats (as opposed to print, microform, or other media) and accessible by computers, a type of information retrieval system.. The formulation of an effective brand core meaning has significant positive contribution to the growth of the business.
On the contrary, “Integrated Marketing Communications  is not a fleeting but rather has become a permanent feature of the marketing communications landscape around the world” (Shimp, 2010, p.9).
No, the funnel model of marketing is dead, and in this article we’ll consider “why,” what’s replaced it, and how innovators can best leverage the new realities.
The little voice in the back of your target’s head helped her decide to pull your item off the shelf. There has also been, here and abroad, a radical reshuffling of content with social media users remixing songs, finding their own truths, and dividing into smaller and smaller niches. It does not, however, go far enough “back” in the profoundly complex consumer decision-making is today. Mom’s at-home information safari doesn’t get any easier if she has to sort through even more line extensions.


If the thing you were selling wasn’t half bad you might have the beginning of a long-term relationship. A look at the number of arcane Grammy categories (do you recall who won for “Best Performance by an Orchestra or Instrumentalist with Orchestra – Primarily Not Jazz or for Dancing” last year?) gives you sense of how beautifully splintered we’ve become. People don’t just want content – they want to be able to get it and comment on it immediately.
Add to the mix the 25,000 new products introduced every year and you’ve got a pretty complex world for the push model to work within. Social media has created a strange new world where “it’s all about me” has created a symbiosis of “it’s all about us.” In these contexts, consumers are more empowered than ever – whether TV commercial-happy brands acknowledge it or not. Sixty two percent of consumers who have opted-in to email programs actively engage with brands in some way, from reading content to downloading coupons. Moreover, according to one major new study, women shoppers significantly rely on social media to make purchase decisions. And between 60 – 70%, depending on which survey you find most credible, go on line before going in store. Once in the store, two-thirds of smart phone users are downloading information while shopping.



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