Shopper Marketing

An in-depth look at the changing role of category captainship in consumer goods

Many brands are utilizing social media as a means to enhance consumer engagement and the overall brand experience, which adds tremendous value in terms of building trusted relationships. However, a new social media application has the potential to be much more powerful: consumer understanding. Julia Chen Davidson, global consumer products lead, IBM Institute for Business Value, explains how CG companies can take hold of this opportunity within their four walls.

CGT Executive Editor Alliston Ackerman gives you a sneak peek into the trends and topics discussed in this month's issue.

CGT's readers rank the top technology providers of a point solution or a software suite for business intelligence (BI), including analytics, data warehousing, etc.

CGT's readers rank the top technology providers of software/services for managing, monitoring and measuring internal and external social media communications/engagement.

CGT's readers rank the top technology providers of an enterprise software suite specific to customer relationship management (CRM), including marketing, sales force automation, category management, etc.

Consumers can score a first taste before the product hits shelves through a digital scavenger hunt.

Girl Scouts began incorporating more technology into their daily operations, outfitting staff with Verizon smartphones and mobile hotspots to manage their large service areas.