传统的营销侧重于品牌和消费,以树立知名度和拉动或推动式营销为主;新的购物者营销则更侧重于购物者和购物模式,但它并非主要关注个别品类或店内活动,而是关注所有接触点和渠道(包括社交媒体)上的多个品类,其已超越了传统意义上的大众传播,朝着吸引顾客、激发顾客购物兴趣的方向发展。在购物者营销中,品牌建设更多的是通过购物周期中的触发因素实现。尚卡尔认为,购物者营销活动的启动时间 Traditional marketing focuses on branding and spending to create awareness and pull or push marketing; new shopper marketing is more focused on shoppers and shopping modes, but it does not focus primarily on individual categories or in-store events but focuses on Multiple categories at all touch points and channels, including social media, have gone beyond the traditional mass media in the direction of attracting customers and stimulating their shopping interests. In shopper marketing, brand building is more driven by triggers in the shopping cycle. Shankar believes that shopkeeper marketing activities start time