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Historically, shopper marketing existed within the aisle. The battle for consumers' minds was limited almost entirely to the grocery aisle, and the relationship that CPG brands was almost exclusively dependent on the retailer. It was the retailer who held the key to a consumer's brand loyalty. Now, long after the largely exploratory dawn of social media, consumers have shown a particular interest in brand interaction via social media.

On September 21st, 2016 Paqui, a relatively unknown chip brand at the time, sat down with Mashable to talk exclusively about their new chip. Paqui had taken the world’s hottest pepper and paired it with a completely unheard of product. Branded as the world’s hottest chip, the Carolina Reaper Chip was not only as a product, but as a challenge.

Contest Marketing Promotions can kick-start and accelerate growth for your business. Offering your audience a chance to win prizes can incentivize them to complete designated goals for your brand. In addition, promotions can be the perfect way to thread together shopper marketing experiences.

For most marketers, targeted marketing relies on first-party data and third-party data to reach the right audience. These data sources, while vast, are based on observation. Because third-party data is drawn from observation, it tends to be less accurate than data and insights direct from the consumer.

A picture really is worth a thousand words. Visual content marketing uses rich images to convey information, especially images of a product in the hands of a consumer. Social media is where we consume most of our visual content. And while it’s generally accepted that influencers produce the majority of this “products in use” content, it’s not uncommon to see posts from your first-degree friends where branded products are present.

User-generated content (UGC) is increasingly critical to a businesses marketing mix. It’s ability to take an authentic face and connect with audiences has been proven more effective than most branded content. Agencies and businesses are spending hundreds and thousands of dollars on to produce, despite the cost-effectiveness and potential of UGC.