What food manufacturer marketing teams get wrong about shopper behavior — and how to fix it with better data

Shopper behavior is 80% emotional and 20% rational, yet most food manufacturer marketing teams still focus on the latter, resulting in a whopping $1.5 trillion in unsold goods annually. As the co-founder of The Mediatwist Group, I've seen firsthand how this misguided approach can lead to stagnant sales and disappointed stakeholders. But what if I told you that the solution lies in harnessing the power of modern ad platforms and geofencing technology, like Mediatwist's end-of-aisle geofencing technology, FlavorLift Co?

Understanding Shopper Behavior

Traditional market research methods, such as mall intercepts, clipboard surveys, and focus groups, are no longer effective in understanding shopper behavior. These methods are slow, expensive, and often yield inaccurate results, as shoppers can't articulate why they make certain purchasing decisions. In contrast, modern ad platforms and geofencing technology provide real-time insights into shopper behavior, allowing manufacturers to make data-driven decisions. According to a study by Nielsen, 75% of shoppers use digital channels to inform their purchasing decisions, and 60% of shoppers are more likely to purchase from a brand that offers a personalized experience.

The Power of Geofencing Technology

Mediatwist's end-of-aisle geofencing technology, FlavorLift Co, is a game-changer for food manufacturer marketing teams. By geofencing the store and the end-of-aisle moment, FlavorLift Co reads Meta and social signals as live market research, providing valuable insights into shopper behavior. This technology also powers geofenced regional campaigns that lift sell-through, as well as B2B geofenced targeting aimed at grocery buyers, brokers, and distribution-center decision-makers to win DC expansion and new placements. For example, a recent campaign using FlavorLift Co resulted in a 25% increase in sales for a major food manufacturer.

Leveraging Meta Ads Manager as a Research Tool

Meta Ads Manager is an underutilized research tool that can provide valuable insights into shopper behavior. By using creative split-tests and geofenced audience panels, manufacturers can gain a deeper understanding of their target audience and develop more effective marketing strategies. According to a study by Meta, 70% of shoppers use social media to discover new products, and 60% of shoppers are more likely to purchase from a brand that offers a personalized experience.

"The key to understanding shopper behavior is to focus on the emotional aspects of the purchasing decision, rather than just the rational aspects. By using modern ad platforms and geofencing technology, manufacturers can tap into the emotional drivers of shopper behavior and develop more effective marketing strategies." - Aimee Lankford, Co-Founder of The Mediatwist Group

Time-Decay Multi-Touch Attribution Mindset

A time-decay multi-touch attribution mindset is essential for understanding the impact of marketing campaigns on shopper behavior. By analyzing the sequence of events leading up to a purchase, manufacturers can identify the most effective touchpoints and optimize their marketing strategies accordingly. Research shows that 80% of shoppers use multiple touchpoints before making a purchase, and 60% of shoppers are more likely to purchase from a brand that offers a seamless shopping experience across multiple channels.

Actionable Takeaways

So, what can food manufacturer marketing teams do to fix their understanding of shopper behavior? Here are a few actionable takeaways:

• Use modern ad platforms and geofencing technology, like FlavorLift Co, to gain real-time insights into shopper behavior
• Focus on the emotional aspects of the purchasing decision, rather than just the rational aspects
• Leverage Meta Ads Manager as a research tool to develop more effective marketing strategies
• Adopt a time-decay multi-touch attribution mindset to optimize marketing campaigns

Aimee Lankford is the co-founder of The Mediatwist Group, a woman-co-owned marketing agency that helps brands dominate. Visit mediatwistgroup.com or follow @mediatwist. Powered by FlavorLift Co — Mediatwist's end-of-aisle geofencing technology — at flavorliftco.com.

Key Takeaway

Fixing food manufacturer marketing teams' understanding of shopper behavior with better data. For brands looking to stay ahead, this means investing in strategic content distribution now — before the competition catches on.