Media Sales Today

Last week, I highlighted a study that discussed the difficulty retailers face when marketing to ‘mission’ shoppers. While there may be more mission shoppers in stores these days, all is not lost. New research shows that out-of-store and in-store marketing campaigns can work together to sway shopper behavior, especially when the merchant takes the type of shopper trip into account.

Traditional media influenced more than 30 percent of recently surveyed pizza Adology Media Influence logoconsumers, while online media like restaurant Web sites were the most influential for restaurant-goers. The Ad-ology Research study also found 61 percent of U.S. consumers surveyed said they had visited “a restaurant they had not visited before” in the last year.

A new Media Influence on Consumer Choice report says 57% of 18 to 24 year olds and 48.5% of 25 to 34 year olds say social media influenced their choice of a hair salon/barber or day spa. The Ad-ology Research report also found that 37% of 18 to 24 year olds were influenced by social networks.

Sixty-eight percent of women choose a pharmacy based on convenience/location compared to only 48% of men, according to the Spring 2009 Ad-ology Media Influence on Consumer Choice survey.

According to the Fall 2008 Ad-ology Media Influence on Consumer Choice survey, 60.5 percent of U.S. consumers who recently purchased a mobile or wireless phone said online product reviews and user comments had some or significant influence on their purchase decision. Nearly 30 percent also rated information from blogs with the same level of influence.