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Offline vs. Online Promotional Media: Which Improves Consumer Engagement and Behavioral Response?

A recent study compared the impact of offline and online sales promotions on consumer behavior. Findings reveal that offline media, such as printed coupons, increase cognitive engagement and coupon redemption rates, especially among consumers with low brand attachment. Credit: Sofia University Taku, Japan

Today’s marketers are increasingly relying on online platforms such as mobile apps, social media, and direct email to deliver promotional content drawn with cost-effectiveness and broad reach. However, despite these advantages, traditional offline promotions such as printed coupons can be better than their digital counterparts at driving consumer behavior.

Offline media is reported to increase consumers’ ability to recall promotional content and improve their awareness of the promoted product. However, direct comparisons of how offline and online promotional media influence consumer behavior are rarely described.

To address this, a team of Japanese researchers, including Associate Professor Tagawa from Sofia University, compared the effects of online and offline sales promotion media on consumers’ behavioral responses. Their findings were published online in the Journal of Advertising Research on December 1, 2024.

The team conducted a field experiment in which company Fujifilm’s online and offline promotional coupons were sent to 7,500 customers.

Participants were divided into three groups: one group received the promotional coupons first offline (via direct mail, then via email), and another group received the promotional coupons first online (via email). via email, followed by direct mail), and a third group only received online coupons (only received via email twice).

Researchers used the study to measure coupon redemption rates and assess how participants interacted with the media, cognitive engagement, and level of attachment to the Fujifilm brand. A follow-up survey was conducted.

Offline vs. Online Promotional Media: Which Improves Consumer Engagement and Behavioral Response?

A recent study compared coupon redemption rates across different combinations of offline and online coupon distributions. The results revealed that initial offline distribution followed by online coupons resulted in the highest redemption rates, highlighting the strategic value of print media in promotions. Credit: Sofia University Taku, Japan

Results revealed that coupon redemption rates were highest in the offline-first group and lowest in the online-only group. Cognitive engagement directly influenced consumers’ coupon redemption behavior.

According to lead author Professor Togawa, “Printed coupons increase cognitive engagement and promote redemption behavior.” Furthermore, consumers with low brand attachment are more likely to cognitively engage with the coupon content and They were then more likely to redeem the coupon.

Offline promotional coupons incurred higher marketing costs—$4,500 for both the offline-first and online-first groups compared to $0 for the online-only group—but significantly lower sales. Increased. Estimated sales were $13,000 for the offline-first group, $11,100 for the online-first group, and just $2,200 for the online-only group.

As Professor Togawa explains, “The higher costs of offline marketing are justified by the significant increase in sales they drive.”

The authors also conducted a laboratory study with 127 undergraduate students. In the experiment, the authors distributed fictitious coupons for discounts on drinks (Starbucks) and furniture (IKEA) either online or in print media.

An online survey was conducted to assess intentions to redeem coupons and cognitive engagement. Intention to redeem offline coupons was high for both products. Consistent with field study results, the influence of print (online) media on redemption intentions was pronounced significantly among participants with low brand attachment, whereas the effect was less pronounced among those with high brand attachment. Attenuated between.

Offline vs. Online Promotional Media: Which Improves Consumer Engagement and Behavioral Response?

The impact of print (offline) and online media depends on brand attachment. We show that consumers with low brand attachment exhibit increased cognitive engagement and behavioral responses to print media, whereas high brand attachment attenuates this effect. Credit: Sofia University Taku, Japan

“Our findings show that offline promotional media plays a critical role in driving consumer behavior even in this digital age,” said Professor Tanida. However, researchers suggest that further research is needed to determine the impact of offline marketing on consumer behavior in different contexts (e.g., international studies).

This study highlights the benefits of offline media in driving consumer behavior and provides important insights for marketers. It highlights the role of cognitive engagement and brand attachment and helps marketers design more effective and targeted promotional strategies.

Details: Toku Togawa et al. The Impact of Offline vs Online Prohromsal Media on Consumer Response, Journal of Advertising Research (2024). doi:10.2501/jar-2024-030

Provided by Sofia University

Quote: Offline and Online Promotional Media: Which Improves Consumer Engagement and Behavioral Response? (January 23, 2025) Retrieved January 23, 2025 from https://phys.org/news/2025-01-offline-online-media-consumer-engagement.html

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