Which advertising works best? Recent data shows...

I'm a great believer in making sure you are using the best marketing tool to suit your objective. And I often say that marketing is like playing chess. In chess you have a variety of pieces, each with their own moves and abilities.

In marketing you have a range of marketing tactics, and each comes with its own inherent set of limitations and advantages.

The challenge is to use the best marketing tool for the job. The choice of which tool/tactics to use, and how frequently to use it, should be based on what your customer needs to move them forward in their purchase decision.

This article from eMarketer talks about the impact of various marketing tactics on consumer purchase decisions in the USA.

It shows that the first places people look for information is advertising inserts and the internet. Each source received 26% of responses. The internet was nearly double the number from 2004 (15%). Interesting newspaper advertising dropped by 33% since 2004 to now sit at 12%.

The message here is that you need to stay up to date with the most suitable marketing tactics for your requirements. The market is changing too fast these days to keep using what you had in place 5 years ago without reviewing it.