Comments on: Shopper Marketing and Digital Marketing are one and the same http://www.hardknoxlife.com/2008/03/31/shopper-marketing-and-digital-marketing-are-one-and-the-same/ A Brand Management blog by Dave Knox @daveknox Sun, 29 Aug 2010 22:48:42 -0400 http://wordpress.org/?v=2.8.4 hourly 1 By: Dirty Pop | Shut Up, We’re Blogging http://www.hardknoxlife.com/2008/03/31/shopper-marketing-and-digital-marketing-are-one-and-the-same/comment-page-1/#comment-62 Dirty Pop | Shut Up, We’re Blogging Tue, 15 Jul 2008 15:27:02 +0000 http://hardknoxlife.wordpress.com/?p=66#comment-62 [...] admin Posted In: Digital Tags: blogs + retail Responses RSS 2.0 feed. leave a response trackback Interesting Take on Point of Purchase and Digital Convergence [...] [...] admin Posted In: Digital Tags: blogs + retail Responses RSS 2.0 feed. leave a response trackback Interesting Take on Point of Purchase and Digital Convergence [...]

]]> By: Dave Knox http://www.hardknoxlife.com/2008/03/31/shopper-marketing-and-digital-marketing-are-one-and-the-same/comment-page-1/#comment-61 Dave Knox Wed, 02 Apr 2008 11:58:39 +0000 http://hardknoxlife.wordpress.com/?p=66#comment-61 Welcome to the discussion and it is great to see a shop engaging on both the shopper and digital fronts. I'm looking forward to reading both RetailMedia and ShopperCulture. Hope you continue to enjoy HardKnoxLife Welcome to the discussion and it is great to see a shop engaging on both the shopper and digital fronts. I’m looking forward to reading both RetailMedia and ShopperCulture. Hope you continue to enjoy HardKnoxLife

]]> By: Craig Elston http://www.hardknoxlife.com/2008/03/31/shopper-marketing-and-digital-marketing-are-one-and-the-same/comment-page-1/#comment-60 Craig Elston Wed, 02 Apr 2008 03:43:38 +0000 http://hardknoxlife.wordpress.com/?p=66#comment-60 Dave Could not agree more with your assertion. I work for an agency that is working really hard on mashing the two together because we fundamentally believe they are not separate. Finding the right skill sets is often problematic and the development and training of those skills in the interim takes time and often depends upon the opportunities we are afforded or able to open up within our client base. So we all have to move toward this together - clients organisations and agencies alike. We've forged a really interesting relationship with Google and other leaders in the digital space to help with our own learning, bringing this together with our internal training on shopper marketing and we're well on our way with this journey. So we think we're some way ahead of most others. I look forward to reading more of your stuff, and it's good to see Innocent smoothies being appreciated over here. A brand I miss. Regards Craig Elston PS - liked your trends presentation you put up on Dave

Could not agree more with your assertion. I work for an agency that is working really hard on mashing the two together because we fundamentally believe they are not separate. Finding the right skill sets is often problematic and the development and training of those skills in the interim takes time and often depends upon the opportunities we are afforded or able to open up within our client base. So we all have to move toward this together – clients organisations and agencies alike. We’ve forged a really interesting relationship with Google and other leaders in the digital space to help with our own learning, bringing this together with our internal training on shopper marketing and we’re well on our way with this journey. So we think we’re some way ahead of most others.

I look forward to reading more of your stuff, and it’s good to see Innocent smoothies being appreciated over here. A brand I miss.

Regards

Craig Elston

PS – liked your trends presentation you put up on

]]> By: Rufus Evison http://www.hardknoxlife.com/2008/03/31/shopper-marketing-and-digital-marketing-are-one-and-the-same/comment-page-1/#comment-59 Rufus Evison Tue, 01 Apr 2008 15:36:37 +0000 http://hardknoxlife.wordpress.com/?p=66#comment-59 I have come from a solely digital background so I am particularly glad to hear this point of view. From the digital side of the world I have spent the last 11 years shouting that digital channels are just that, channels. They are not a separate area, just another way for the customer and the business to interact. That interaction can be sales, education, advertising or any of a million other things. If a company is based on retail sales then understanding, for instance, online is about understanding how to use online to interact with their customers as *part*of their retail business. I understand that Graham Thomas is going to be talking about how mobile becomes part of this interaction in Illinois next month. (http://retailmediagroup.blogspot.com/2008/04/institute-of-in-store-marketing-summit.html) May point is that it is not going to be a collision between retail and digital but an acknowledgement that digital has been a part of retail since e-commerce came into existence, This acknowledgement will lead to a collision of departments within companies and some changes of business practices but is not a collision of different businesses, nor even of different viewpoints on a business. All it will be is recognition of what the people using digital channels well have known all along on both sides of the fence. <em>Rufus Evison</em> I have come from a solely digital background so I am particularly glad to hear this point of view. From the digital side of the world I have spent the last 11 years shouting that digital channels are just that, channels. They are not a separate area, just another way for the customer and the business to interact. That interaction can be sales, education, advertising or any of a million other things. If a company is based on retail sales then understanding, for instance, online is about understanding how to use online to interact with their customers as *part*of their retail business. I understand that Graham Thomas is going to be talking about how mobile becomes part of this interaction in Illinois next month. (http://retailmediagroup.blogspot.com/2008/04/institute-of-in-store-marketing-summit.html)
May point is that it is not going to be a collision between retail and digital but an acknowledgement that digital has been a part of retail since e-commerce came into existence, This acknowledgement will lead to a collision of departments within companies and some changes of business practices but is not a collision of different businesses, nor even of different viewpoints on a business. All it will be is recognition of what the people using digital channels well have known all along on both sides of the fence.

Rufus Evison

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