That digital has been growing in sophistication and importance is widely recognized and reflected in the growing percentage of marketing budgets being apportioned to it (according to The Path to Purchase Institute’s annual survey of consumer product marketing executives, 71.5% of executives predict an increase in media spend this year, such as mobile initiatives, paid search and web advertising).
However, less well understood is the role digital plays within shopper marketing. Is it a threat to the traditionally conceived path to purchase? Quite the opposite. Digital is increasingly becoming a trigger point in talking to shoppers along the buying pathway.