Consumers are exposed to messaging at every turn – in their morning newspaper, on billboards and on the radio as they commute to work, on their computer screens, their mobile devices and their TVs. It’s a multichannel world, and consumers expect marketers to reach them at the touch points, and on the devices, that are convenient for them. Therefore, marketers must consider every channel and every device as they plan their shopper marketing strategies.
What role should digital play in this mix? That will depend largely on how much exposure your audience has to digital. A recent Ipsos study showed that consumers with HHI of $100K or more still consume a fair amount of traditional media in addition to digital, so clearly there needs to be a balance. We aren’t quite ready for 100% digital just yet. However, marketers should consider that digital is the only medium that allows for one to one communication, the only channel that can be optimized in real-time and that it’s the only performance-driven channel available. That means that communications can be personalized, tracked and optimized in real time..
It’s also important to remember that digital is the medium of the future. Yes, that sounds like a very “retro” statement, but think about it: Today, even traditional media has become digital. Consumers can read newspapers on their tablets, listen to radio on their phones and watch movies or TV shows on their laptops. Even billboards have gone digital. Eventually, every ingredient of your marketing mix will at least have a digital component.
Ultimately marketers need to understand what drives consumers to the store to buy their products – whether it’s mobile coupons, newspaper circulars, billboards outside the Lincoln Tunnel or full-page takeovers on AllRecipes.com. The balance will be different for every product and for every consumer. Trust your customer data and past campaign performance to determine how greatly digital needs to factor into your marketing mix today.
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