Thought Leadership

Thanksgiving by the Basketful

Every year Americans spend an average of $186.05 on their stock up Thanksgiving trip to the supermarket, but what items make up their basket? The data we've collected through Inmar Intelligence ShopperSync, market research and social listening provides an answer to this question.  If you’d like to learn more, contact us today.

• Read more about Thanksgiving by the Basketful

The Fundamentals of Influencer Marketing are Changing. Again.

Influencer Marketing is a top-funnel tactic proven to be effective in creating brand awareness and product intrigue -- consistently motivating consumers early in the shopper journey. However, achieving the incremental sales impact and positive ROI that Influencer Marketing can deliver requires that marketers first master the fundamentals. 

• Read more about The Fundamentals of Influencer Marketing are Changing. Again.

The Silver Lining to Promotion Budget Cuts

Every marketer has had to do it at some point in their career: pivot away from their carefully crafted promotional calendar in order to reduce costs and free up budget. This has been especially true this year as Gartner’s Annual CMO Spend Survey Research 2020 found that nearly 44% of CMOs are facing midyear budget cuts in 2020 as a result of the pandemic. While diminishing budgets present significant challenges for marketers, there is a silver lining to this situation -- the necessitated modernization of promotional execution. 

• Read more about The Silver Lining to Promotion Budget Cuts

Three Promotional Plays for a Stronger Fourth Quarter

In a “normal” year, the back half of 2020’s promotional calendar would have been locked in months ago. But this year -- it goes without saying -- is different. Despite being in month 10 (!) of the calendar year, some CPG brands and their marketing partners have yet to finalize how, or even if, they will promote during the year’s final quarter. 

• Read more about Three Promotional Plays for a Stronger Fourth Quarter

Understanding Holiday Shoppers - 3 Buyer Personas You Need to Know

From practicing their “Fa-la-la’s” to perfecting their figgy pudding, consumers are actively planning their holiday celebrations. But, many marketers are still trying to figure out how to most effectively reach seasonal shoppers this year. 

• Read more about Understanding Holiday Shoppers - 3 Buyer Personas You Need to Know

The “Other Half” of a Successful Retail Media Network

Adding programmatic capabilities to their Retail Media Networks, aka- “offsite media,” retailers can provide advertisers with increased scale without overcrowding their website with ads. It also enables the retailer to monetize their most highly valued marketing assets: their data. 

• Read more about The “Other Half” of a Successful Retail Media Network

Self-Serve Options are a “Must” for Retail Media Networks

As retailers and grocers continue to build out their Retail Media Networks, they should consider investing in self-service features. If not, they risk losing their share of budgets from advertisers and agencies that require the additional transparency and control that direct, hands-on-keyboard access provides.

• Read more about Self-Serve Options are a “Must” for Retail Media Networks

A Short Menu for Building Holiday Food and Beverage Success

As the 2020 holiday season swiftly approaches, all indications are that consumers are more-than-eager to deck the halls and serve up celebrations with family and friends that will satisfy their hunger for good times and good food.

• Read more about A Short Menu for Building Holiday Food and Beverage Success

Make the Season Merry and Bright with Our 2020 Holiday Trends Guide

This year has been full of surprises, and the holiday season is not exempt from the unprecedented changes that 2020 has brought about. Some consumers plan to stick to tradition, while others are celebrating the holidays differently this year.  The best way to prepare for a season of uncertainty is to start early. Understanding how shopper behaviors are changing and addressing those changes in your marketing strategy is paramount to a successful holiday season. 

• Read more about Make the Season Merry and Bright with Our 2020 Holiday Trends Guide