Shopper marketing at its core is based on the relationship between brands and shoppers
BENTONVILLE, Ark. (PRWEB) November 27, 2012
Collective Bias, a leading content marketing company that creates customer engagement and brand loyalty by enhancing the shopper experience, has accomplished tremendous growth within an industry that is still in its infancy.
According to Nielsen research, “consumers’ reliance on word-of-mouth in the decision-making process – either from people they know or online consumers they don’t – has increased significantly.” Social media makes this process even more seamless, by allowing user-generated content to get to consumers faster. Collective Bias has capitalized on this with its business model based on the human experience online. It utilizes Social Fabric, its own proprietary community of influencers who turn their shopping experiences and product usage into creative and engaging stories that are shared with millions within their networks.
In the past three months alone, the organization has hired over 20 new employees and opened three new satellite offices, including San Francisco, Minneapolis and New York. In addition to geographic expansion, Collective Bias continues to strengthen its Social Fabric community with continuing education and other services to help influencers advance their professional skills. The Collective Bias analytics platform also continues to evolve offering brands and retailers additional turnkey methods to understand the ROI behind their social marketing programs.
“Shopper marketing at its core is based on the relationship between brands and shoppers,” said John Andrews, co-founder and CEO of the Bentonville-based company. “Collective Bias has used this theory to develop a hugely successful community of brand ambassadors, influencers and social media enthusiasts who are changing the way these brands connect with consumers. This relationship-focused community has allowed us to emerge as a pioneer in this newly developed industry.”
To help drive this company-wide growth, Collective Bias hired Mary Tarczynski as its Chief Shopper Marketing Officer. Formerly SVP and general manager of MARS Advertising in Oakland, Calif., Tarczynski helped drive sales and brand equity for companies like Coca-Cola, Kraft Foods and Clorox. Tarczynski will lead the San Francisco office and oversee growth of the other satellite offices (New York, Minneapolis and Chicago) as more brands and retailers look to integrate content marketing into their shopper marketing plans.
“It is truly fascinating to see how the social component has flipped the entire shopper marketing space on its head,” noted Tarczynski. “While creating emotional appeal will always be important, understanding and addressing your shoppers in real-time has become the true differentiator.”
Additionally, Diane Rankin, a successful internet entrepreneur, is set to lead the new New York City office located on Madison Avenue, servicing clients like Duane Reade, Cookie’s Kids and Meredith Corporation; and Kristen Brown, a best-selling author with retail marketing experience, recently joined the company to lead the Minneapolis market.
About Collective Bias
Collective Bias is a content marketing company that weaves organic social content into real-life stories to create millions of impressions, drive organic SEO and ultimately sales for brands and retailers like Starbucks, Nestlé, Elmer's and Walgreens.
For more information, please visit Collectivebias.com or find us on Facebook and Twitter.
About Social Fabric®
Social Fabric is a proprietary community consisting of shopping-focused influencers, creating content in a storytelling fashion, combining the shopping experience and product usage into a creative and engaging story. After publishing content online, they share within their networks. The community in aggregate has a direct network reach in excess of 40 million.