Blog | 29 October, 2018

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Coupons are the key to mobile wallet adoption

Our colleagues in the US has announced the results of a joint study with EnsembleIQ Research Solutions, highlighting the struggles marketers encounter when working to integrate online and offline strategies. The study also outlines ways in which they can maximise the Cross-Media-Multiplier (CMM) effect to deliver better, more personalised experiences for consumers. By mastering CMM, which focuses on how each element of the marketing mix complements the others, brands can elevate the impact of their campaigns and spur increased sales by optimizing online and offline tools to activate their target audiences.

To conduct the research, Valassis Digital (US) and EnsembleIQ surveyed marketing and shopper marketing professionals responsible for marketing budget spend.

The results show that the top three reported barriers to effective online/offline marketing integration are as follows:

  1. Structure related (83 percent)
  2. Planning (40 percent)
  3. Internal silos (37 percent)

Additional hindrances include time (10 percent), money (10 percent) and know-how (7 percent). Therefore, if marketers want to benefit from integration, they must first create a clear strategy and step-by-step tactics for an effective online/offline program.

Print still has power

Additionally, the study notes that while the marketing industry is seeing a steady shift toward digital, traditional print approaches still hold a valuable place in the marketing mix, especially when it comes to in-store activities. In fact, results show that free-standing inserts (FSIs) win in delivering circulation, reach and ROI, as well as acceptability among retailers. Additionally, when it comes to impulse categories in particular, in-store signage reigns supreme for converting shoppers during the make-or-break moment at the shelf. When asked which tactics marketers rely on most heavily in-store, they cited analogue approaches including point-of-purchase materials (95 percent), sampling (79 percent) and print coupons (77 percent) as the top choices over digital counterparts.

It’s become increasingly clear that marketers can no longer rely on a one-size-fits-all approach around cross-channel integration and promotion,” said Carrie Parker, Executive Director, Product Marketing, Valassis Digital. “The true impact of the CMM effect requires marketers to have a keen understanding of consumers’ wants and needs, and with that knowledge, cater their strategies accordingly. As such, campaigns must be flexible and personalised across both print and digital channels to effectively reach customers and propel buying behaviour – ultimately leading to stronger sales.