A different type of influencer marketing

A long standing truism in CPG marketing is that advertising to a household’s ‘shopper parent’ is the optimal method of driving short-term ROI for a brand or portfolio. For decades, brands across product categories have tried to reach, with a singular focus, the parent who physically goes to the store and buys goods for the home. Now, those same brands must adapt to new realities.
Consumers have more choice and control over the channels and devices through which they consume content, which presents brands a complicated landscape through which to reach them. This has given rise to purchase-based and shopper-age target strategies becoming the new norm in digital advertising. Put differently, advertisers have tried to deploy the ‘reach the shopper parent’ strategy on digital. Read more…