Catalog Critiques: Making Bad Good, and Good Better (jschmid.com)

A study released today by R.R. Donnelley & Sons Company reveals that traditional marketing channels, including word of mouth, direct mail, and in-store signage, are largely untapped by marketers. The study, based on surveys of both marketing professionals and consumers, uncovers significant differences between marketer assumptions and what consumers say actually influences their brand awareness and purchase decisions. The survey results underscore four key themes that all point to the power of traditional marketing methods and how social and digital marketing continue to evolve: Theme 1: It’s time to redefine (and re-engage) word of mouth - Word of mouth traditionally refers to consumers sharing product and brand recommendations with one another verbally. Today, this has evolved to include interactions between acquaintances on social media. Theme 2: Gen Y is most excited to receive direct mail - More than half (51%) of consumers were more excited to receive direct mail in the past year than they were in the year prior, with the highest levels among Gen Y (65%), Gen Z (57%), and Gen X (53%). Theme 3: Dear retailers, are you ready to return to normal? The good news for the retail sector is that 62% of consumers are eager to return to their pre-pandemic shopping habits. More than a third (35%) of consumers admit that the changes they made to their shopping habits due to the pandemic will only last less than 6 months. Theme 4: Pinterest and TikTok on the rise while influencers wane - While consumers indicated their preference for some forms of traditional marketing channels, their engagement with brands online and via social media continues to evolve, posing additional complexities for marketers looking to connect with their audiences.

As a former CEO of two advertising agencies, Bob Hoffman knows a thing or two about the advertising world. The US-based former adman has ruffled many feathers in his demolishing of many of the myths about online advertising, and he remains a thorn in the side of the industry. Hoffman’s blog, ‘The Ad Contrarian’, is in my view, required reading for anyone who cares about the future of the advertising industry, while his many books on the topic make for uncomfortable but necessary reading.

There’s a lot to look forward to in 2021. With wide-spread vaccination on the horizon, relative relief from the global pandemic is close at hand. But even with a new layer of safety added to the retail shopping experience, one factor remains irrevocably changed — the consumer. The numbers back this. More than 65% of consumers intend to continue new buying behaviors acquired due to the pandemic during the post-vaccine era, according to one recent study. Another survey reveals that 56% of consumers plan to use BOPIS (buy-online-pickup-in-store) after the pandemic ends. While retailers ready themselves to meet the post-pandemic consumer online and in-store, one thing is clear. Retail success in the post-pandemic era isn’t so much about where you serve your customers as it is about how you create authentic, personalized omnichannel experiences that transcend the limits of your digital and physical touchpoints and create lasting brand loyalty.