Digital Oldies” to Remain Key Shopper Marketing Tools in 2012

With so many new promotional tools at their fingertips, who can blame marketers for stepping back and asking an important question. Which one of these tools are really paying off when it comes to shopper marketing? New research from Forrester provides some answers.

According to Forrester, companies are still spending plenty on shopper marketing. Right now, most of the money is being directed to well-​known digital formats like email and websites for brands. The research shop considered 17 different shopper marketing tools and divided their findings as follows:

  • The latest cool tools like social media and QR codes are the subject of much discussion but merchants do not yet see the critical mass interest on the part of shoppers. Until shoppers believe these tools have real utility, merchants are not likely to spend a lot of time and money here.
  • Because websites and email are proven tools and provide value to shoppers and marketers alike, these formats are expected to be better optimized, especially for mobile or tablet use. Researchers do not see websites and email being replaced by newer technology.
  • Mobile is growing but primarily as a tool that allows consumers to do what they’ve always done, on the go. This means that email is key for now, followed by text messaging.

Forrester analyst, Tracy Stokes believe that some of the newer tools like “location-​based apps, code scanning, and social shopping will come.” But until more shoppers show that they are using these features, merchants will stick with the “digital oldies.”

[Source: Stokes, Tracy. Well-​Established Digital Channels Should be Top Priority for Shopper Marketers in 2012. Forrester​.com. 9 May 2012. Web. 23 May 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.