Enterprises are committing, on average, about 1/3 of their marketing budgets to digital tools. Consumers have strong opinions about various forms of digital marketing, whether it’s email, social media or daily deals. The Ryan Partnership recently surveyed consumers to discover how specific types of digital marketing impact their behavior. Some formats, like daily deals cause shoppers to spend more than they’ve budgeted while others, like shopping apps, up the fun factor.
One of the goals marketers set when they roll out a new product or service is to entice consumers to purchase a brand or product they’ve never tried before. The digital formats most likely to positively influence purchases of new brands and products are:
- Daily deal sites 28%
- Product reviews 25%
- Retailer social media 23%
- Brand email/social media 22%
One way to keep consumers coming back for more is to make shopping easier. Retailer websites (51%), shopping apps (49%), product/reviews/search engines (46%) and brand websites (45%) all contribute to consumer happiness on this front.
Email is a format that consistently aligns itself with several goals. 15% of consumers say that retailer emails induce them to make an unplanned purchase while 8% say these emails convince them to increase their spending. On the other hand, retailers can strengthen loyalty from consumers by offering discounts. At least 74% of consumers say they save money as a result of retailer email.
For many consumers, shopping is as much about entertainment as it is about procuring necessary products and services. To make shopping fun, retailers should stay busy releasing apps and engaging on social media to connect with the 23% of consumers who truly enjoy this outreach.
This study creates a great opportunity for marketers to consider which digital ad formats work best for the specific goals of each campaign they design. To learn more about certain types of audiences who respond to the formats, such as Social Media Mention Responders, check out the AudienceSCAN report available on the Research Store at ad-ology.com.