96% of CPG Marketers Believe Getting on a Shopper’s Digital Grocery List is Critical to Brand Success

AdAdapted, the leading add-to-list mobile marketing and insights platform built for CPG brands, agencies, and retailers, today announced findings of its research report “Shopping List Marketing: The Smarter Way to Find and Influence Consumers.” Commissioned by AdAdapted, the research and corresponding whitepaper was conducted by the marketing experts, Callan Consulting, an independent third-party marketing and research firm. The study is based on the responses of more than 200 U.S. brand decision makers, shopper marketing executives, and digital advertising agency strategists in the CPG industry, as well as 20 panel participants representing marketing and advertising executives. The research reveals CPG marketers’ frustrations with their current methods for reaching customers, as well as the powerful ways Shopping List Marketing can engage buyers.

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“Shopping List Marketing is a way for CPG companies to advertise and catch the attention of consumers to influence their product getting added to the list. This increases the likelihood of purchase, improving sales lift.”

According to the survey, 93% of CPG marketers are looking for ways to reach consumers in the middle to lower parts of the funnel when they are engaging with a product category and making their decision to purchase the product. This is a key point in the buyer’s journey, but 73% of marketers lack the tools to influence consumers at this critical stage.

To reach today’s shoppers, marketers need to evolve their strategies to align with new shopping preferences and behaviors. New advances in digital and mobile advertising technologies like Shopping List Marketing enable marketers to reach consumers at the purchase planning stage – when they are building their grocery list or digital cart – and serve them with relevant and timely ads to further influence conversion.

According to the research, 95% of CPG marketers rate Shopping List Marketing as a credible way to reach consumers. In fact, the overwhelming majority of respondents indicated Shopping List Marketing can help influence intent (94%), measure intent (93%) and create intent (91%) with shoppers. Marketers in the study also estimated that approximately 49% of consumers make digital shopping lists, and consumer studies indicate that 81% of consumers purchase every item that’s on their digital list.

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“Millions of people make lists using a third-party shopping list provider,” said Ethan Goodman, SVP of Commerce Media and Innovation, The Mars Agency. “Shopping List Marketing is a way for CPG companies to advertise and catch the attention of consumers to influence their product getting added to the list. This increases the likelihood of purchase, improving sales lift.”

“The time to start is now,” said Molly McFarland, Founder and CRO, AdAdapted. “CPG marketers continue to allocate most of their budget for awareness/top of the funnel activities even though the majority agree that consumers are more receptive to their messages later on in the buying cycle. Nearly half of consumers are using digital tools to make shopping lists. As such, retailers must leverage tools like Shopping List Marketing to reach consumers in the critical stages throughout the sales funnel. Brands that delay implementing this new technology risk losing share in today’s competitive marketplace.”

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