ARE YOU BUYING INTO ALL THE HYPE ABOUT ONLY USING DIGITAL MARKETING TO PROMOTE YOUR RETAIL STORE?
Napier Marketing Group, Inc.
download furniture world's point/counterpoint on this subject below where my friend ed Tashjian states his position on this
All I ever hear about is Snapchat this, Facebook that, Instagram wherever, WhatsApp whatever, Twitter me twit...you get it ...you have to market here, there and everywhere on these digital platforms to reach an audience to come by stuff at your store.
Let me be upfront. I'm not saying all digital inbound marketing is bad, I'm just saying if that's all you're spending your money on, you're missing 30%-70%+ of your market!
Then the next thing you hear is;
If it's Millennials, good luck with that. You obviously didn't read my research on them. If you didn't read it or are ignoring my research, then you're probably throwing away 40%+ of your marketing dollars, maybe even more, considering on average, 36% of this generation live with their parents and 44,000,000 million of them have student loan debt on average of $36,172.00 and 40% of these loans are delinquent.
So, here we go. Hang on for the ride, because I'm about to burst some bubbles here and offend some of these geniuses that say you need to be spending ... I mean wasting ... probably 50% of what you're spending on digital.
Here's the fact;
"The most frustrating experience for online browsers involve full page pop-up adverts that require the user to find an “X” to remove. More generally, 91% of respondents agree ads are more intrusive today compared to two to three years ago, and 87% agree there are more ads in general. 79% also feel that they’re being tracked as a result of retargeted ads".
There are hundreds of ad blockers available
The majority of ad blockers target banner ads and pop-up ads, and many block native and search ads as well. Some completely remove all advertising from a page while others focus on ads that compromise privacy by blocking tracking codes.
But there's more
OK, I don't want to beat this to death, BUT I COULD ... I have a ton more research on this!
I lied, here's another one just for fun
FAD ZONE OF APP PLETHORA,
Blindly wasting their precious marketing funds!
I HIDE THEM IN MY FEED ...
BYE-BYE and you won't even know that you're gone FOREVER
along with the other 40% outlined above!
Direct Mail - (that's the stuff delivered in your mailbox - inserts/postcards, etc) Household Response Rate Is At 3.7%
Compared to these small number engagements
- .2% mobile,
- .1% email,
- .1% social media,
- .02% internet display
Look, there's a DOT before the number, not looking so hot, is it?
But there's a light at the end of this tunnel
91% of mail is picked up by the same person each day; 80% of them are women.
Women make more than 80% of all purchasing decisions.
Women make more than 85% of all household purchases
- 92% of shoppers say they prefer direct mail/ads in the mailbox for making purchasing decisions. 70% are curious to find out what’s in their mailbox.
- 77% of people sort through their physical mail as soon as they get it (Epsilon)
- 74% always or sometimes notice advertising in direct mail.
- 42 percent of recipients read or scan mail pieces.
- Direct mail household response rate is at 3.7% (compared to .2% mobile, .1% email, .1% social media, and .02% internet display).
- 51% prefer companies to use a combination of mail and email when communicating with them
- 23% bought or ordered something as a result of receiving direct mail in the last 12 months
- Direct mail/newspaper in the mailbox median household ROI is at a median of 18-20%.
Oh, ya .. if you're still hooked on the Millennials, they like it too;
Millennials Love It - 36% of people under 30 look forward to checking the mail each day
" the good news is that newspaper inserts drove more retail shoppers than digital ads and are, without a doubt, the most powerful drive-to-retail media available to marketers".
PRINT IS NOT DEAD
Print is still one of the main influencers when it comes to consumer purchase decisions and we do it all.
The thing with digital ads is they are fleeting. They’re there one second and gone the next. But newspapers have real lasting power and tend to stick around in consumers’ homes longer than most other media. This means people spend more time interacting with inserts and browsing deals and offers.
Other recent research by Research and Analysis of Media (RAM), an international media research company, confirms the crucial role newspaper inserts play in consumer marketing. Data shows that nearly nine in 10 of media consumers use newspaper inserts.
So why am I writing this?
I just get really irritated when "so called marketers," tell people how to market their stores "STUFF" and they have no clue on how people engage.
I hear about too many small and medium retailers struggling and they are the backbone of our economy.
Think about this: All the Big Retailers still use print in their mix, why aren't you?
I just want to educate people so they can make INFORMED DECISIONS!
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Or any other discussion item you want to address.
BE SURE TO READ THIS ARTICLE TOO ...
13 DIRECT MAIL EXPERTS REVEAL THEIR PREDICTIONS FOR THE FUTURE OF DIRECT MAIL
Want to read more of my RANTS?
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about bill napier
Bill Napier is Managing Partner of Napier Marketing Group.
He has been the chief marketing officer of several small, medium and large companies throughout his career, most notably Ashley Furniture Industries Inc.
Many in the home furnishings industry call him an industry serial disruptor. "His thought provoking blog will challenge conventional wisdom, look under the industry’s hood and seek to uncover the critical clues to improving its performance".
Bill is also a featured writer and speaker in the retail industry. His vast understanding of the issues retailers and brands face to compete in the digital arena, coupled with his humorous interpretation of his knowledge of trends, facts and solutions for helping companies compete, makes for an engaging and informative session for every brand or retailer that attends his sessions.
His passion is to help retail brands & brick mortar retailers grow their business by creating, guiding and deploying successful marketing B2B/B2C solutions integrating traditional marketing with the web/social media. You can see his passion for this at his FREE marketing information website; www.social4retail.com