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Marketers Need a New Dimension in Consumer Targeting

As people changed routines during the COVID-19 pandemic, their consumption needs and purchasing patterns varied significantly. Additionally, demographics, generational influences and life displacements are increasingly shaping new consumer appetites.

Marketers need to add a dimension to consumer modeling to account for these ongoing, pronounced shifts and engage precise audiences with more personalized content and offers. This session will present key research-based findings and recommendations for how marketers can change the course of communications and show how the essential role of snacks and sweets differs by life stage; how marketers can successfully adapt communications to people in new situations; and where and when marketers can engage these audiences to support purchase.

Doug Ehninger

Doug Ehninger brings nearly 15 years of experience leading integrated brand campaigns for a diverse range of both B2B and B2C companies that include Yum! Brands, GlaxoSmithKline, Splenda, Fisher Nuts, Brown-Forman and Procter & Gamble. Doug is a highly creative marketer who brings experience with a diverse range of marketing vehicles in both web & traditional advertising. He earned his Master in Business Administration from the Kelley School of Business at Indiana University.   

Sonja Evans brings more than a decade of experience in brand management, strategic development, consumer insights and storytelling to Blue Chip’s clients. Sonja leads business intelligence for Blue Chip, keeping the agency and clients on the leading edge of marketing, retail and consumer trends. She leads the agency’s thought leadership efforts including white papers, presentations at national industry conferences, webinars and more.