Highly targeted promotions are the best form of marketing to keep people spending through the recession, according to research released today.
Almost half (46%) of respondents said that aiming promotions specifically at them as individuals would be the most effective way of buying brands during the recession.
The survey was conducted among the UK-representative G2 Data Dynamics ViewPoint panel of 30,000 consumers, who were asked to choose from a list of reasons why they buy a product or service.
Almost half (46%) said that aiming promotions specifically at them as individuals would be the most effective way of buying brands during the recession.
While price was - perhaps understandably - the key factor for more than two-thirds (68%) of people, promotions followed. Leadership on quality in a particular brand category was the next most important factor (45%).
The full list of responses was as follows:
· Price 68%
· Promotional offers I receive specifically aimed at me 46%
· Best-quality product or service compared to all of its competitors 45%
· Long-standing habit of buying it 24%
· Availability 22%
· Customer service 21%
· I refuse to stop treating myself 9%
· Prestige of association with brand 3%
Alan Thorpe, commercial and operations director, G2 Data Dynamics, said, “The results of the survey prove that tailored offers breed brand loyalty. We are always hearing that people do not like being marketed to, but the preference for individualised promotions disproves that theory.
“It’s also important for organisations to recognise that if they can build a two-way relationship with their consumers and give something back, the more likely they are to build long-term value with their target market.”
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