Digital has emerged as a dramatic influence of both online AND offline purchases over the past year according to Resource Interactive. In an extremely engaging and though provoking presentation on the importance of the Digital Shopping Experience, Resource outlines what brands needs to pay attention to in this channel. They also go into deeper detail in the White Paper they wrote for Shop.org that went along with this presentation. Both are worth spending some time with.
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Hard Knox Life is the blog of Dave Knox, a classic CPG Brand Manager. It is about marketing, media & technology and how those forces are changing the job of a Brand Manager.
Hard Knox Life: A Brand Manager Blog by Dave Knox 
Most of all I think brand managers should consider how offline, online and the store/built environment all work together. More and more retailers are including marketing in discussions with us when we talk about store deesign. It’s clearly when all three are working together you get the best results.
Consider if Wal-Mart strayed from it’s value/price focus online and developed a really slick (to the user) web site? It would be off bradn and disconnect with the store and offline marketing experiences.
It requires companies to mix silos in the organization, but some pretty cool results can come out of it.
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