1) 1:1 Adapted communication across all channels
Each channel has its own language
Identical content is often played out across brochures, social media, adverts and websites. However, each platform works differently. According to Nielsen (2022), the impact factors of advertising differ significantly depending on the medium - visual, emotional and interactive elements vary greatly in their effect.
Practical tip: Address content appropriately for each channel: informative on LinkedIn, visual-emotional on Instagram, action-orientated in print.
2) Understanding target groups according to old patterns
From demographic pigeonholes to micro-communities
Instead of large target groups, micro-communities are the key to relevance. An analysis by GWI (GlobalWebIndex, 2023) shows that Content tailored to specific lifestyles generates up to 22 times more interaction than generic campaigns. Younger target groups in particular are increasingly focussing on values, everyday situations and digitally influenced communities.
Practical tip: Think #CleanGirl, #DadLife, #BudgetCooking instead of "Women 30-49". Utilise these trends in the motif and content design of your offers.
3) Price promotions without added value in terms of content
Just cheap is not enough - attitude sells
In economically tense times, consumers are not only looking for low prices, but above all offers with emotional added value. but above all offers with emotional added value.According to Motista (2020), emotionally connected customers have a 306% higher customer lifetime value than purely satisfied customers - and are four times more likely to recommend brands to others.
Practical tip: Communicate not only the discount, but also the meaning behind it - e.g. by making reference to local producers, sustainable products or everyday family life.
4) Unclear KPIs and lack of performance measurement
Data-based control instead of gut feeling
Many campaigns are launched without clear target figures - which prevents systematic optimisation. The Marketing Measurement & Attribution study by Forrester (2022) shows: 67% of CMOs state that they cannot reliably measure which channel makes which contribution to conversion.
Practical tip: Define cross-channel KPIs - from impressions to POS frequency.
5) Abolish brochures without a plan B
More and more retail companies are shifting marketing budgets from traditional brochure campaigns to digital channels. This makes sense - if it is done strategically. In practice, however, we observe that the switch is often made without systematic planning or measurement of the actual loss of reach.
A survey by MEDIA Central ChannelUP - Consumer Insights on 360° offer communication (Vol. 02, 2024) clearly shows: 38% of REWE shoppers rate the findability of offers without brochures as rather or very poor.
This proves it: The brochure is still a central touchpoint in offer communication - especially in the local, price-orientated segment.
Practical tip: Rely on well-founded data models to determine exactly what digital advertising pressure is required to replace the reach and impact of the print brochure in a targeted manner. Instead of broad distribution with high loss potential, solutions such as OnPoinD enable precise, data-supported and geo-optimised media planning across all channels.