Marketing is an expensive but essential part of any business strategy, and often one with little bang for the buck. Also, determining how effective a firm’s PR is requires even more investment in systems that can monitor and analyze the effect of any marketing policy.
PYMNTS’ August Omnicommerce Tracker discusses the subject of marketing strategy and analytics with Mike Harkey, VP of Foursquare. Foursquare’s apps gather data and apply them to the marketing plans of client businesses. The findings of the latest Vantiv Omnicommerce Tracker show that shoppers’ preferences for brick-and-mortar versus digital stores are barely changing and there are no differences in the use of print versus digital coupons among generations or income levels.
Here are some data:
116 million | The number of print coupon users
68 million | The number of digital coupon users
83% | The percentage of U.S. consumers who prefer to shop in a real store
59% | The percentage of U.S. consumers who prefer to shop on the internet
31% | The number of digital buyers who used in-store pickup; 55 percent did so to avoid shipping charges
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