Enterprise Marketing & Promotions Management

“Smart Digital” Enhancing Traditional Media – Retailers Need Integrated Media Strategy

By / March 2016

Insights

As many advertisers move their media buys to digital platforms, retailers – especially supermarkets – are slower to adopt digital media. The reason is simple: consumers continue to use newspaper inserts, flyers and circulars to plan shopping trips, research items and compare sales and promotions.

According to Market Force Information, consumers are trained to use printed circulars.

  • Nearly half of consumers review printed circulars once a week
  • 16% review them three to four times a week
  • 80% plan shopping trips based on what they find in printed circulars
  • 67% clip coupons from them
  • 63% use them to compare prices between competing supermarkets

Research from Aptaris and Topco has similar findings about newspapers still having the highest share of supermarkets’ ad spending. Although the media mix is starting to shift to digital media.

In addition, a recent Temple University study found that print ads generate greater emotional response and memory. The research compared responses to digital and physical media using consumer neuroscience research methods, such as eye tracking and biometric measurements, as well as traditional questionnaires.

The study confirms that consumers are attracted to both traditional and digital media.

  • Digital ads were processed more quickly
  • Paper ads engaged viewers for more time
  • Subjects reported no preference for either medium
  • Subjects absorbed about the same amount of information from both media
  • A week later, subjects showed greater emotional response and memory for physical media ads
  • Physical ads caused more activity in brain areas associated with value and desire

The Temple University research also indicates that print media are better able to communicate unique qualities and features. Print ads’ ability to establish emotional impact makes them ideal for distinctive brands, fashion and luxury items.

However, print is less important for everyday purchases, such as:

  • Low-emotion products like office supplies
  • Categories with many SKUs like paper stock
  • Items where branding is not necessary for buying decisions
  • Items that don’t need impactful images

These types of purchases can be served effectively with online catalogs that let customers quickly find and compare products.

Smart Digital
It’s clear that digital media must be included in savvy marketers’ media mix. In fact, an integrated media strategy using “smart digital” to enhance traditional media is the ideal.

A Bain & Company report describes the customer journey optimized by Sephora’s mobile apps. The omnichannel experience allows customers to scan a tube of lipstick, read reviews and get more research in-store or online to guide the purchase decision.

In addition, the Sephora Beauty Insider loyalty program supports a shopping list across channels and easily references past purchases when it’s time for a refill or replacement. While in Sephora stores, customers can scan a QR code on a holiday poster and send a gift directly to a chosen recipient.

In an Inc. magazine article, Jonathan Lacoste, co-founder and COO of Jebbit said marketers will need to optimize their mobile strategies in 2016. He outlines three digital marketing trends for retailers and ecommerce.

  1. Micro-Moments occur any time consumers pick up their phones to look up something. This is the ideal time for retailers to let customers know that they’re nearby or have fast delivery. By optimizing websites for mobile, retailers can let consumers know they have inventory, they have excellent service, selection, competitive pricing, etc.

    Lacoste writes, “The key to owning micro-moments is to assess intent (what does the consumer want to get out of this moment), and not rely solely on demographic-based targeting. Then, brands can send the appropriate push notification or alert. According to new research from Google, using only demographics to reach consumers means you could miss out on more than 70 percent of potential mobile shoppers.”

  2. Location-Based Marketing with Beacon technology allows brands to detect consumers’ locations and send push notifications with promotions and pertinent information. The immediacy and relevancy will deliver value to consumers and drive sales. For example, retailers can send coupons to customers near their stores or while they are near a competitor’s shop.
  3. On-Site Personalization can be a personal shopper or a website feature that provides recommendations based on past purchases and preferences or style-finder guides that can be accessed on mobile devices.

Integrated Media Strategy
These mobile marketing trends can be enhanced by integrating some of the messages in traditional media to educate customers about the programs, encourage opt-ins and sign-ups, and increase engagement.

Shoppers are seeking to connect with retailers through an easy ecosystem that reduces friction at every touchpoint. Customers perceive value if it makes life easier, allows instant gratification or immediate delivery and will work with products they have already.

Marketers embracing integrated media strategies invest in understanding consumers’ care-abouts and then develop the correct mix of physical and digital assets to deliver relevant, convenient and unique customer experiences.

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