Promotional tactics of all kinds are coming under sustained pressure to remain effective, according to new research. The number of consumers claiming to have used different types of promotions during the past 12 months has fallen across the board.
The 2015 Marketing Gap report by research company fast.MAP finds that reward and loyalty schemes are the most popular mechanic for consumers to access offers from brands, followed by discounts and printed coupons. However, use of all three has fallen over the past four years, as it has across 11 other promotional tactics named in the survey of 1,028 consumers.
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Source: Marketing Week
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