Paper beats digital for retail marketing

Posted by on 16 Jan 2012 | Category: Industry Trends

Nielsen-table

Traditional printed circulars have proven to be significantly more popular and effective among today’s shoppers than electronic-based direct marketing materials, according to a new Nielsen survey.

The market research company’s Evolution of Circulars survey, published last month, found that printed marketing materials such as direct mail, newspaper inserts, and in-store catalogues were the most popular of all retail-related direct marketing materials, with roughly 60 per cent of consumers looking at them once a week.

Additionally, the survey unearthed a surprise finding that direct mail is marginally more effective on the ‘Millenial’ generation than on the older Generation-X shoppers, confounding the common belief that the future of marketing will be solely online.

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Taking in a sample number of 11,000 shoppers, the Nielsen poll also found that a whopping 90 per cent of shoppers surveyed wished to continue receiving paper-based marketing materials at home or in-store, while only 70 per cent expressed the desire for electronic messaging delivery.

One of the trends picked up in the survey was the shift of in-store marketing materials to mobile devices, with 18 per cent of shoppers using a mobile phone to see what’s available in-store and 33 per cent using a tablet device, with almost two-thirds of shoppers researching that information from home computers.

What the direct marketing industry can take away from this survey is the knowledge that, while digital and mobile marketing channels are well and truly on the rise, it will not be to the detriment of traditional channels, but in addition to printed marketing materials.

Source: Directmag

5 New Year resolutions for marketers

Posted by on 31 Jan 2011 | Category: Hints & Tips, Industry Trends

January may now be over, but its still not too late to make New Years Resolutions for 2011. Here’s a great article from Direct Mag on “5 New Year resolutions for marketers” by Chris Gartlan.

Every year, marketers search for the next big thing that will make or break the success of their interactive marketing campaigns. A lot of buzzwords like “mobile” or “social” inevitably get thrown around but what does it really mean for marketers? Before you refresh marketing goals for 2011, here are five resolutions to consider.

1. Make data the foundation of your marketing

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Collecting data has never been a problem as we know that it fuels our marketing programs and overall business decisions. But achieving visibility and usability is often another story. Many times information is stored in data warehouses and databases across the organisation and tedious exporting needs to be undertaken before being able to take any action. Simply put, many marketers are missing opportunities to engage with customers because their information and processes have become outdated before the customer engagement metrics are aggregated and sorted.

Making a change to the way you currently use click-through rates, online browsing history, shopping cart abandonment, previous purchase history, and other customer information starts with an assessment. Understanding what tools you have before you take action will pay off in the long run.

2. Use mobile to connect with customers


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Mobile marketing is often overshadowed as social media and email marketing becomes more sophisticated. But as consumers rapidly begin to adopt smartphones, mobile marketing can no longer be viewed as a “silo” in a marketing campaign.

One of the easiest and most cost-effective ways to begin mobile marketing is SMS. Creating text-in voting programs, Q&A text response campaigns and mobile coupons for your target audience are simple tactics to engage customers. Developing content that is specifically designed for mobile phones is also important – perhaps you might even consider creating a mobile app for your company.

3. Market to customers as individuals

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It’s all too easy to be swept away by the creativity of the advertising instead of its relevance. Prioritising customer service before sales is crucial and there are some innovative and simple ways to do this. One example is to listen and be a part of the conversations that are happening online about your company. There are many online monitoring tools available to easily do this and you’ll be surprised by the amount of insight you’ll receive from listening to you customers.

4. Make social media a real part of the marketing mix

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For many, 2010 marked the year that social media became a reality instead of just a trend for marketers to watch out for. We know that in the past, customers who had a bad experience with your brand would share it with 5 of their different friends but today, a bad customer experience could lead to negative information about your brand posted to 500 Twitter followers.

One way to integrate social media into your campaigns is to do some social ‘soul searching’. Gather metrics about who is hitting the ‘like’ button on Facebook, who is re-tweeting and what content attracts more user engagement. Another simple tactic is to use social media to gather local data. Geolocation devices and apps such as Foursquare give you the opportunity to find out who is visiting your store and how often.

5. Engage in ‘smart’ automation

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In any campaign, there are some jobs that are tedious and time-consuming but remain essential. At the same time, marketing budgets aren’t getting any bigger so marketers need to find ways to work smarter, not harder.

With so much data to manage, automation is a great way to make information usable. Marketers can engage in ‘smart’ automation tools that integrate new customer data and preferences such as tweets on Twitter or likes on Facebook into every communication that is sent out.

Each new year offers a blank slate and a new outlook to start the year off right. And while you may not stay as organised as you’d like or as in shape as you had hoped by mid-year, making resolutions to improve your interactive marketing program can be well worth the investment.

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