Digital media is behind 75% of complaints
It is the promotional content – the message which delivers a call to action which in turn drives behavioural change – that makes campaigns effective, not the medium itself. That means more and more marketers, across all media, are actually engaged in promotional marketing. Unfortunately, too many are still putting the media cart ahead of the content horse.
At the Institute of Sales Promotion, we have seen that when direct and digital practitioners ignore their role as promotional marketers consumers complain about promotions that go wrong. In the last quarter, more than 75% of these complaints were about promotions that used digital media.
Digital and direct marketers must recognise that they are engaged in promotional marketing, which is increasingly a part of what they do – not apart.
Clive Mishon, Chairman, The Institute of Sales Promotion
