In a survey conducted by MediaPost for “Engage: Affluent,” traditional media came out on top when it came to marketing luxury goods. The survey asked consumers and specifically a subset of those defined as “affluents” (those with incomes of $75,000+) about the channels in which they were the most likely to recall seeing advertisements and in which they remembered being “considerably” or “somewhat” interested in the products being marketed. The following channels ranked the highest:
- In-home mail
Among consumers overall, social media tied for third when it came to both recall and interest in the products being marketed. But among affluents, social media ranked much lower. It ranked only #7 among those with incomes $75,000+, #8 among those with incomes $250,000+, and #9 among those with incomes $550,000+.
Smartphones ranked #8 among consumers overall. Among affluents, however, they once again ranked lower. Smartphones ranked #10 among those with incomes $75,000+, #11 among those with incomes $250,000+, and #12 among those with incomes $550,000+. (When it came to tablets, the trend was reversed — tablets ranked #15 overall, but among affluents, they rose to #12, #13, and #9, respectively.)
What can we take from this data? It’s important to broaden your media mix to include a variety of channels. Multi-media marketing has been proven to be far more effective than using a single channel only. At the same time, when you are selecting your mix, your heaviest focus should remain on traditional media, including a mix of direct mail and print advertising, where the eyeballs and attention still remain, even among more affluent consumers.