Joe Pilotta
Joe Pilotta
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Many retailers use their television advertising to entertain consumers as a way of engaging them but it doesn't appear that it is translating into influence to shop as far as shoppers are concerned. Based on the consumer's choice of media of influence, it seems that consumers want information and direction. Engaging commercials on TV appear not to have impact on the cognitive domain called purchasing.
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For Active Explorers, 52% say internet advertising and 49% say email advertising are the most influential media for making a purchase of a car, whereas Independents say that word of mouth, reading an article about the product or TV are the most influential. Active Explorers also use media in different day parts and engage in simultaneous media use differently than Independents.
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Since the clusters are free of the typical demographic and geographic inputs, they offer advertisers the chance to utilize media consumption insights in developing a marketing campaign for targeted markets as diverse as specific consumer groups, product categories, and even specific retail channels.
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The spending philosophy of those consumers who 'live for today' is no surprise in light of soaring debt statistics nationwide. What is surprising are the types of people who actually live this big spending philosophy. While the strongly agreed/agreed response was spread fairly evenly over 18 to 54 year-olds, there was a definite division along income lines.
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Word of mouth is not easily traceable to one or even two sources, however we can group influential media on purchase decision by merchandise category and other factors.