In a similar survey from last year, we asked the question a bit differently and got a very different response. In this example, almost two-thirds of those polled either preferred print or ranked it equal to digital.
This is further evidence indicating that to fully engage the largest segments of the consumer population, a true multi-channel approach is not only desirable, it is absolutely required.
The pandemic has moved the needle off the charts for many critical metrics. We have seen unprecedented unemployment, massive business closures, and a 33% loss of GDP. The future is unknown, and the consumer is having to adjust to maintain a household amidst an ever-changing landscape. They are responding as they have in the past, with a return frugality and value-seeking.
Previous research and survey results tell us that in times like these, market share is going to grow or shrink based on the amount of promotional advertising a brand does. Retailers can benefit from aligning their advertising with the consumer’s demand for value.
You can’t paint all consumers with one brush. Now more than ever, a proper media mix is critical to reach all consumers as they are choosing to rely on multiple resources along the path to purchase. Just like an investor rarely puts all their dollars into one stock, your advertising budget should be diversified to assure exposure to all growth opportunities.
Numerous surveys concur with our experience and conclude that using a combination of media, including print, will outperform any one format on its own and will align with the consumers continuing reliance on print as a trusted resource.