Kraft’s Sagripanti on Online Shopper Marketing (from eMarketer)

E-commerce media is beneficial to both marketers and retailers. For marketers, translating their shopper marketing tactics into an online e-commerce strategy can have a tremendous impact.

eMarketer recently interviewed Mary Sagripanti, Senior Director of Integrated Shopper Marketing at Kraft Foods. Sagripanti had some fantastic insights that led her to a smart and effective online shopper marketing strategy. Citing the recognition that shoppers are, more and more frequently, making product decisions before they even set foot in a store (see Google’s infamous Zero Moment of Truth post for more on this), Sagripanti notes the following:

We introduced microsites to highlight our shopper marketing promotions a few years ago as part of the marketing efforts for one of our retail customers. Kraft recognized that shoppers were going online prior to their trip to the store to find information and that we needed to leverage the digital space as part of a robust 360-degree marketing plan.

Since then, our digital efforts have evolved substantially to include microsites with online coupons, recipes and food solutions, online promotions (sweeps, rebates), geo-targeted ad banners, downloadable shopping lists, email campaigns and mobile coupons. These efforts have resulted in a substantial number of impressions and have generated significant word-of-mouth impact with interest and postings by target-relevant bloggers.

Marketers can learn a lot from companies like Kraft, who are really studying shopper behavior and addressing it in their online marketing.

To read more about what Kraft is doing, check out the rest of the eMarketer article here.

To learn more about how HookLogic helps marketers reach active shoppers online, check out our site.


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