Jack Myers TomorrowToday forecasts that shopper marketing's share of total marketing communications spend will drop by 10 percentage points from 2017 to 2020. The growth of digital alternatives is driving the decline. New vehicles like search and mobile marketing deliver direct to consumer connectivity targeted to the point-of-sale 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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