As people live longer the number of retired consumers grows, so brands must find effective ways to engage with an audience that still regards opening the post as an important part of their daily routine.
An ability to entertain using the best production technology and techniques means television will always be able to engage consumers with its commercials, but marketers should apply creative thinking across other media channels too.
Net-a-Porter, House of Fraser and The Guardian are linking the online and offline worlds to engage with their customers more effectively. We look at the key ways brands can make the most out of shopper marketing in 2016.
While predictions for marketing spend this year are up for the third successive year, the figure is the weakest since early 2013 as marketers’ confidence over the future of the industry drops, according to the latest IPA Bellwether Report.
Promotions are struggling to prove their worth as consumers turn their backs on them and increasingly opt for convenience shopping, yet the one tactic retaining its appeal – loyalty cards – is the one most maligned by brands.