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“To tweet or not to tweet; to email or not to email; to print or not to print – that is the question: Whether ‘tis nobler in the marketing mind to suffer?”
Ok so maybe marketing isn’t exactly a Shakespearean tragedy but with technology emerging at rapid speeds the one question on all of our minds - "when it comes to communication channels, which one should I use to reach consumers and build brand relationships?”
Understanding consumers’ purchasing behavior and how it aligns with multiple marketing channels is a crucial component of any good marketing department.
They want print. They want online. They want it all.
Consumers’ Purchasing Behavior
As the economy makes a comeback, marketing advertisement seems to be back on track; according to MAGNAGLOBAL, a media tracking service provider, as spending rose 3.3 percent during the second quarter of 2011. No doubt, much of that spending has been allocated for digital communication channels, but as consumers’ inboxes become increasingly crowded, many marketers are discovering the value of multiple marketing channels.
Nearly one-third of consumers say they rely on three or more different channels (online, in-store, print catalogs, mobile devices, customer service reps) from the time they start researching products and services to when they complete their purchase; Eight out of 10 ( 78%) report using at least two or more channels to perform purchasing research.
Catalogs are a strong traffic driver to the web.
78% of consumers said they use catalogs to browse and discover new products and services.
Catalogs remain an integral part of the multichannel shopping experience.
Six out of 10 consumers surveyed say that make purchases via catalogs four times a year or more.
Mobile commerce is playing a role in the cross-channel experience, particularly with younger consumers
Social media is another emerging marketing channel
Consumers often start browsing and researching online, yet ultimately make purchases in the store
Take-Away: "On average, more than three-quarters of consumers are using two or more channels to browse, research, and purchase products. Because consumers are coming to merchants through multiple channels, it’s necessary to link those experiences and create a continuous conversation to avoid gaps where the sale could be lost. Merchants don’t have to necessarily serve up the identical experience in each channel, but rather optimize and connect channel interactions to deliver consistent brand experiences."
Source: Print in the mix/ Utopia/ATG