With consumers more distracted than ever, shopper marketing leverages mobile technology to deliver unprecedented convenience and personalization to customers. Big retailers can carry over customers’ interest in social media to in-store and excite mobile-savvy shoppers to drive sales.
Instagram and Facebook are especially used by two-thirds of CPG and retailer shopper marketers to drive category and brand sales.
But the key challenge that marketers have been facing is their inability to properly connect the dots between omni-channel sales impact and retailer-specific social media investments. As a result, analytic measurement became isolated. Thus, brands were unable to provide a personalised customer experience.
Now, with the measurement partnership between Meta and IRI, marketers will possibly overcome the above-mentioned challenges. Ansa not only provides automated measurement from Facebook and Instagram campaigns; it also makes recommendations for targeting and optimization based on the results. It will indeed help marketers target the right audiences at the right time.
Also, with Ansa providing the store-level data, marketers will have the capability to identify stores with high sales potential. As a result, instead of wasting money on irrational advertising, marketers can focus their efforts on retail stores with high potential. And it will help them fine-tune their campaign strategies accordingly.
By virtue of all these new capabilities, we expect this collaboration to help shopper marketers effectively plan and optimize their social media campaigns.