June 12, 2013
a Valassis Digital Company, announced today that
John Farrar, Brand.net President and General Manager
, will present "Navigating the Omni-Channel Path to Purchase" at the Brand Activation Association's (BAA) Conference
and 13 in
. He will be joined by
Jennifer Galasso, Senior Manager of Integrated Marketing at Del Monte Foods
, who will share insights on how they approach the path to purchase.
The BAA, formerly the Promotion Marketing Association, will focus on "Marketing to the Omni-Channel Shopper Using Technology to Win Hearts, Steal Share and Build Brands" at this West Coast conference. The conference is designed to help brand management and omni-channel shopper marketing professionals discover the latest ways brands and retailers are using technology to impact the path to purchase
With U.S. media ad spending to reach nearly
this year, marketers must maintain influence and engagement as the consumer moves through their path to purchase, which is no longer linear. Throughout the path to purchase, marketers must connect with consumers multiple times using a multi-channel approach. The rise in consumer adoption of digital media requires marketers to incorporate a more multi-faceted, targeted approach to reach and engage consumers.
Farrar will share insights on engaging the consumer throughout the path to purchase by leveraging data and multiple forms of media to activate consumers. By utilizing the company's Sub ZIP Code Advertising Targeting Zones (ATZs),
helps advertisers efficiently reach the right consumer targets. This comes together through the use of online and offline data, technology and digital distribution networks all focused on driving consumers to purchase in store.
"Marketers must think differently to make an impact on consumers," Farrar said. "Advanced targeting, unique data and actionable insights allow brands to reach and activate the right consumers at scale. This is essential today where so many new avenues in media delivery are used to engage and activate today's consumer."