TechRadar™ For CMO & Marketing Leadership Professionals: Shopper Marketing, Q2 2012

Forrester's TechRadar methodology provides a framework to aid decision-makers in prioritizing investments and tools related to their discipline — in this case, shopper marketing. Consumers are savvier and more digitally empowered than ever before, and marketing leaders at consumer packaged goods (CPG) firms are dialing up their shopper marketing efforts to use new digital tools to achieve objectives such as driving trial or increasing wallet share. But with so many digital media channels available and budgets tight, knowing where to spend and for what potential return or outcome is difficult. This report helps marketers cut through the buzz and evaluate the shopper marketing technology landscape. Armed with an objective perspective on the investment required, the vendor options, and the business value expected, shopper marketers can make informed investment choices for the devices and platforms that will drive purchase and grow share of wallet.