Targeted Multi-Channel Advertising, Marketing and Promotions
Two major retail promotion trends have influenced the Advertising, Marketing and Promotions market over the last few years. First and foremost is the move from mass marketing to segmented, highly targeted marketing.
The increasing difficulty retail promotion marketers face when trying to capture customer attention and retain profitable customers has pushed them to find ways to reach the right customers via the right channels at exactly the right time.
Retailers have realized that more precise marketing brings better results by creating demand through timely, targeted and effective messaging. Deloitte and Touche reports that by identifying and incorporating measurement at the planning stages of a marketing or promotional campaign, retailers can achieve savings of 7-20%, boost sales by 2-4%, and improve overall sales margin by 1-2%.
Another major retail promotion trend that has affected the Advertising, Marketing and Promotions market has been the move towards multi-channel distribution. It has been proven that properly synchronized multi-channel campaigns generate the best results. According to the Internet Advertising Bureau, a well-executed cross-channel marketing campaign generates a sales lift ranging from 7% to 34%.
Retailers are finding it hard to fully capitalize on this trend because of the difficulties they are encountering when trying to coordinate and execute cross channel marketing promotions simultaneously across all media channels.
Retail Promotions - Additional Information
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