Marketing spend is being wasted through poorly targeted distribution activities according to new research by brand engagement specialists Kyp.
A survey of 3,000 people around the UK, found that more than five times as many people read promotional information and offers at home in the evenings and weekends (61 per cent), rather than when they are commuting to or from work (12 per cent).
With more than twice as many people stating that they are more likely to stop and accept leaflets and promotional items in their leisure time (34 per cent¬), than when they are commuting (15 per cent), many companies are spending money targeting people at the wrong time.
The survey also found that brand loyalty has dropped dramatically since the downturn, with almost 4 in 10 people more willing to switch from a reliable service provider to a cheaper one, sacrificing ethical concerns, brand image and reputation.
“Our clients’ success depends on them knowing exactly how to get the biggest return on investment from their marketing budget – and so we commissioned this research to track changes in consumer habits so that we could harness how best to engage with them,” said CEO at Kyp, Nicholas Miller.
“With consumers prepared to compromise quality in the face of a bargain, brands need to ensure they are targeting consumers with meaningful information and eye catching offers at the right time.
He added, “It has been widely assumed that this is when consumers are commuting to or from work, however, this research has found that people tend to save reading promotional information, offers and leaflets for their leisure time.
“Field marketers need to be smarter about how and when they are targeting consumers, and ensure their communications have enough enduring appeal to stay with the recipient until they are ready to look at them.”
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