Despite the continued growth of digital media, shopper marketing projects as the fastest-growing area of marketing investment for packaged-goods marketers over the next three years, according to a study released today by Booz & Co. for the Grocery Manufacturers of America.
At the same time, digital and shopper marketing increasingly are converging, according to the report, which found 62% of shoppers search for deals digitally before at least half of their shopping trips.
In all, 83% of CPG executives responding to the Booz/GMA survey said their companies plan to increase spending on shopper marketing over the next three years, and 55% said their companies plan to hike such spending 5% or more annually. None planned a decrease in shopper-marketing spending.
That compared to 76% who planned to increase digital spending, of which 36% planned to hike spending 5% or more annually. Only 3% planned to cut digital spending.