Brand Manager also has these factors to consider:
- 41 percent of online shoppers say they always or often consult consumer reviews before making a purchase decision and 70 percent cite them as extremely or very important factors in their decision-making process.
- More than 25 percent of the search results on Google for the world’s 20 largest brands are consumer generated content (Nielsen Buzz Metrics).
- The number of retail channels has more than doubled in just 50 years and online retail sales are growing 5x faster than offline.
- The web is projected to influence 50 percent of offline sales by 2012, up from 38 percent in 2007.
This means that if a Brand Manager only thinks about the in-store environment for Shopper Marketing, they are missing a tremendous opportunity to turn shoppers into buyers.