![]() ![]() ![]() “The most common channels CPG marketers are utilizing this year are digital-first,” like digital ads, social media marketing and digital cash back offers, Ibotta found, “while some time-honored tactics such as in-store marketing and paper coupons are being removed from their toolsets,” with roughly a quarter of marketers saying they no longer offer paper coupons or in-store promotions at all. But it rings true to these marketers, because for many of them, paper coupons are already obsolete. That may not ring true to those who believe paper coupons will always be around for those who prefer them – just like paper money is still around, even though many of us have gone cashless. Among their predictions – 83% believe paper coupons will become obsolete in the next ten years. ![]() The first report surveyed 400 marketers and brand managers who work at or with consumer packaged goods (CPG) companies. Ibotta has prepared dual “State of Spend” reports, one focused on marketers and one on shoppers, to see how they’re navigating the current economic and promotional environment, and how they anticipate shoppers will be saving in the future. That insight comes courtesy of new research from Ibotta, the cash-back provider that’s been calling its digital offers “better than coupons” for more than a decade now. And now those predictions are getting bolder, as the very people who issue coupons are weighing in, predicting that a decade from now, paper coupons will cease to exist altogether. The more that coupons go paperless, the more we hear about the eventual, inevitable demise of paper coupons. We’ve certainly seen the predictions about – and seen for ourselves – the rapidly increasing pace of promotions shifting to digital formats. ![]()
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