Jack Myers TomorrowToday forecasts that shopper marketing's share of total marketing communications spend will have lost 25 points from 2010-2020. Shopper marketing held the dominant share of total communications spend from 2000-2010. However, from 2010-2020, the growth of digital alternatives is expected to have completely changed the value of traditional shopper marketing investment. Legacy hard copy shopper marketing vehicles such as direct marketing and yellow pages are being replaced by the low creative costs and the speed and targeting efficiencies of the internet. New digital alternatives such as search and mobile marketing deliver direct to consumer connectivity for shopper marketing investment. Shopper marketing includes direct-to-trade promotion/slotting allowances, FSI's/consumer promotions, direct mail/e-mail marketing and yellow pages.
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