Consumer v. Marketers

New research from RRD reveals the largely untapped power of traditional marketing channels, including word of mouth, direct mail and in-store signage.

The study, based on surveys of both marketing professionals and consumers, uncovers significant differences between marketer assumptions and what consumers say actually influences their brand awareness and purchase decisions.

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Report Vitals

What we did: Surveyed 250 U.S.-based, mid- to senior-level marketers (across a variety of industries) and 1,000 consumers in the U.S.

When we did it: July 2021

Why we did it: To provide insight for marketers that informs strategy, priorities, and investments

What did we learn?

In another challenging year, consumers continued to embrace the value of traditional marketing methods: word of mouth, direct mail, and in-store signage.

As potential customers sought to discover, research, and ultimately purchase new products, marketing strategies didn’t always line up. These survey results ask marketers to re-evaluate investments to better align with how consumers want to engage.

Meet your customers where they are — even if it’s not the trendiest place to be.

It’s time to redefine and re-engage
word of mouth

For nearly a third of consumers (28%), word of mouth is the preferred method for learning about a new brand, product or service — outpacing social media (23%), cable TV (12%) and online/digital ads (11%). At the same time, a mere 4% of marketers identified word of mouth as a consumer preference for learning about new brands, products or services.

Online or digital ad
0%
0%
Social media
0%
0%
Streaming service
0%
0%
Word of mouth
0%
0%
Cable TV
0%
0%
Podcast
0%
0%
Consumers Marketers

The study also revealed that word of mouth has a higher research-to-purchase ratio (40%) than social media (30%),
online/digital ads (27%) or print ads (16%).

Researched Purchased

The majority (55%) of consumers have discovered a new brand, product or service in the past year
through word of mouth, followed by social media (53%).

40%

More importantly, 40% of consumers actually purchased a product after discovering it via word of mouth, topping all other channels.

7%

Yet only 7% of marketers identified word of mouth as a channel which results in consumer purchases.


Channels which result in purchase — identified by marketers
0%
Online or digital ad
0%
Social media
0%
Streaming Service
0%
Word of mouth
0%
Cable TV
0%
Podcast

Gen Y is most excited to
receive direct mail

51% of consumers were more excited to receive direct mail in the past year than they were in the year prior, and this excitement is highest among Gen Y (65%), Gen Z (57%), and Gen X (53%). Baby Boomers are least likely to be excited about receiving direct mail (36%).

51%

of consumers agree they are
excited to receive direct mail

0%

Strongly agree

0%

Somewhat agree

0%

Somewhat disagree

0%

Strongly disagree

0%

Don't know

Dear retailers, are you ready
to return to normal?


62%

of consumers are eager to return
to pre-pandemic shopping

Good news for retailers: 62% of consumers are eager to return to their pre-pandemic shopping habits. More than a third (35%) of consumers admit that the changes they made to their shopping habits due to the pandemic will only last less than 6 months.

This contrasts with marketers’ assumptions, with 43% expecting consumers not to return to their pre-pandemic shopping habits for another 6-12 months.

0%

of consumers say in-store signage
influences their purchases



Influence of in-store signage

In store, consumers show a preference for retailers who effectively use signage and displays, with a majority (58%) saying in-store signage is influential to their purchase decisions.

0%

of consumers prefer signage that
helps them navigate the store



Prefer signage that helps avoid crowds

Eight in 10 prefer to shop in stores with signage that helps them navigate the store and avoid crowds.

Your marketing investments matter.

If you’re ready to deliver timely and relevant messaging that gives consumers something to talk about, we can help.

Contact Us