It pays to integrate digital and direct mail marketing
Almost all purchase decisions (88%) are still made or discussed at home before the purchase is made, according to a study from digital-to-direct mail marketing platform provider PebblePost.
The study, entitled 'Home is at the Heart of Commerce Marketing,' commissioned with Murphy Research, examined how direct mail influences shopper behavior, and validates the important role of the home in driving brand engagement, and reveals that the majority of purchase decisions are pre-planned and made at home with other members of the household.
Retail, automotive, and financial purchases that require higher levels of consideration almost universally involve the home.
The study found that 89% of key purchase decisions are pre-planned and discussed with others:
Direct mail was also found to drive consideration and engagement: Some 75% of direct mail shoppers talked about the product after purchasing, while 22% liked or followed the brand or retailer on social media.
"Today's research demonstrates the importance of direct mail in a shopper's path to purchase, with nearly 90% of buying decisions made at home," said Lewis Gersh, CEO, PebblePost. "The central role of the home, coupled with 90% of intent data available online and 90% of purchases occurring offline, means that marketers must align digital and traditional marketing strategies - including direct mail - to maximize ROI and drive conversions across every purchase channel."
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