Print ads attract more shoppers than social media

Timetrades’ 2016 State of Retail Report surveyed 100 senior-level decision makers in retail and asked “What are some major initiatives your organization is using to drive in-store traffic?” Timetrade found:

As consumers are using their mobile devices mostly to compare prices, retail decision makers are trying to find the best ways to engage with them. Retail decision makers indicate they are looking to marketing campaigns through social (79%), special instore events such as sales (74%) and mobile ads (54%) to drive in-store traffic.

Then they surveyed 5,444 consumers asking, “Of the following marketing initiatives by retailers, which ones are most likely to drive you into their store.”

Consumers respond that special promotions displayed on retailers’ web sites (55%), print ads (49%) and email campaigns (38%) are top initiatives that will most likely drive them into the store.

So while marketers are looking at new ways to attract shoppers, such as social media, consumers still find print advertising more engaging and effective. Social media campaigns (20%) and mobile ads (18%) were less than half as effective to respondents as print campaigns.

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