Digital marketing is critically important, but the more physical aspects of interacting with shoppers can’t be ignored.
A new CMO Council survey of senior marketing executives found that various aspects of brick-and-mortar shopping, such as in-store promotions, interactions with in-store representatives, and product packaging, are key elements of a strong omnichannel experience.
The survey was commissioned by a group of companies in the marketing, packaging, printing and signage industries.
While digital advertising was the most commonly cited touchpoint as having the most influence on purchase decisions, many of the other commonly mentioned channels were not. “In-store sales/service representatives” were cited by nearly as many of the marketers in the survey.
Social media and a corporate website were widely mentioned, but in-store promotion and product packaging were tapped by nearly as many executives.