UM and Yahoo: The Long and Winding Road

The Long and Winding Road – Gamesmanship of Shopping – Snapshot

In the past few years, new digital tools have led to a renewed energy about shopping that ultimately benefits consumers and brands. The growth of online tools like social networks, the mobile web and coupon sites have transformed shoppers from passive recipients of information — merely taking in communication from marketers — to active creators and distributors of product information and opinions.

Consumers have become an integral part of the process and are having fun with it. This has led to a new shopping mindset that is analogous to playing a game. The result for advertisers is a shopping landscape that is more complicated but provides a wealth of opportunities. How can marketers influence purchase behavior in this new shopping paradigm and where in the purchase path they can leverage new tools?

Yahoo! and Universal McCann partnered to help marketers understand the new dynamics in the path to purchase so they can use digital media more efficiently to engage shoppers.

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