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Shopper marketing, like all forms of media, is no longer defined in the static way it was a few years ago. Social media, online and mobile have all added a new dimension to a marketing discipline formerly noted for cardboard point-of-purchase displays and shelf talkers. At the forefront of this convergence is Mass Connections, a Cerritos, Calif., shopper marketing firm that works with General Mills, Procter & Gamble and Kraft, among others. Caroline Cotten-Nakken, the firm’s founder and CEO, discussed some of these convergence opportunities with Brandweek.
Brandweek: What is cutting edge right now in shopper marketing?
Caroline Cotten-Nakken: Social networking, online marketing [and] mobile.
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