In today's saturated marketing world, it's tough to grab a consumer's attention.

A recent study conducted by research firm Shopper Sciences found that in 2011, consumers used an average of 10.4 sources when making a decision to purchase a product. That's an increase from 5.3 sources in 2010.

While the study shows the increasing use of online resources, it also finds that print media has not taken a backseat to new technology. Today's consumers are using a mix of both print and online sources to help make decisions about their purchases.

The study seeks to understand how shoppers use various sources to make buying decisions. They asked study participants, "When you were considering purchasing [PRODUCT] what sources of information did you seek out to help with your decision?"

According to the study, a shopper's first meaningful interaction with a product usually comes through print media -- catalogs, brochures, direct mail, newspaper inserts, magazine ads and articles, and billboards.

The study reports that consumers then go online to research the product, through comparison shopping, websites, and reviews. They also consult their personal network of friends and family for further recommendations.

Finally, a customer may visit a store to make a purchase. This is where print truly shines -- with packaging, signage, and brochures inside retail stores. These printed pieces play a critical role in the buying experience, driving customers to make their final decision. If a product's packaging and in-store marketing stands out, a consumer is more likely to buy.

The decision-making process of today's consumer involves a media mix. While online and email ads surge, the power of print cannot be ignored. Shoppers are thinking more than ever before about their spending, so it's crucial that the quality, design, and functionality of your printed marketing, advertising, and packaging are unrivaled.

As an undecided customer considers your product in a sea of competition, are you doing everything you can to help them make that final decision?

Sincerely, 

Mona Graham
 
Monogram Communication Services 
798 University Avenue
Sacramento, CA 95825 
Phone: 916.922.0930
Fax: 916.922.0929 

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