From the editor: Technology meets humanity

This brief editorial introduces the lead theme of Admap's December 2015 issue: 'The New Creativity in Shopper Marketing'.

From the editor: Technology meets humanity

Colin GrimshawWarc

Digital technology has made shopping easier, yet it is often a more complex process.

Shopper marketing is evolving by the day to meet this complexity, as can be seen in this month's Admap Focus on The New Creativity in Shopper Marketing.

While routine purchases are now made at the click of a mouse, from your sofa, or on the journey to work, more considered shopping may entail a visit to a real shop, but the purchase will often be made online… after much searching of customer reviews...

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