by Allison Marsh, Vice President Consumer Insights
Understanding the impact of different marketing tactics is critical – especially today. ROI is something that we talk about daily. However, determining exactly what that impact is, or defining ROI can be a bit of a grey area. For example, take a look at the following chart. We asked consumers how frequently different tactics impact their purchase decision. Over 80% stated that coupons and sampling influence their purchase decisions. These numbers are self-reported behaviors – not actual behaviors. Put differently, these numbers do not correlate with industry benchmarks for things like coupon redemption rates, which ranged between 2.6% and 1.82% in 2007 according to CMS, a promotional logistics company. But isn’t it important to know that consumers believe these tactics influence their purchase decisions? We think so, what do you think?
Understanding the impact of different marketing tactics is critical – especially today. ROI is something that we talk about daily. However, determining exactly what that impact is, or defining ROI can be a bit of a grey area. For example, take a look at the following chart. We asked consumers how frequently different tactics impact their purchase decision. Over 80% stated that coupons and sampling influence their purchase decisions. These numbers are self-reported behaviors – not actual behaviors. Put differently, these numbers do not correlate with industry benchmarks for things like coupon redemption rates, which ranged between 2.6% and 1.82% in 2007 according to CMS, a promotional logistics company. But isn’t it important to know that consumers believe these tactics influence their purchase decisions? We think so, what do you think?
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