Your customers are browsing the internet and scrolling through their Instagram feeds to interact with brands and products that catch their eye. I mean, when was the last time you spotted someone flipping through a flyer while waiting in line? Exactly. The landscape for grocers is constantly evolving and it’s high time that you jump on the digital marketing bandwagon to stay relevant in your audience’s mind.
Why the urgent call to action? In 2023 alone, studies show that people spend at least 3 hours on their phones every single day, and check their phones about 58 times a day.
When your customers are practically living on their devices, you’ve got to go where they are to grab their attention.
Keep reading to discover 5 main reasons why you need to replace print distribution with effective digital ads. Stat.
ESW, a global leader that helps retailers expand direct-to-consumer channels, polled 16,000 people across 16 countries and found that over a quarter of millennials will spend “significantly more” online and less in-store this year. Although a tug-of-war still exists between online shopping and physical stores, we know millennials (between the ages of 25 and 40) are sticking to e-commerce throughout the entire buyer journey — from product discovery to making a purchase. This is even more pressing if you’re targeting Gen Z shoppers, where online shopping is taking over by storm. With buy-now-pay-later services (BNPL) available and impulse shopping driven by social media, effective digital ads are relevant now more than ever.
So, what does this mean for you?
Hyper-personalized digital ads allow you to tailor your offerings specifically to shoppers based on their online behavior, age, demographic, and geo-location. You can serve up targeted content that speaks directly to each shopper, without them ever opening a printed flyer. Imagine recommending special deals on bakery items to the shopper who lingers in the bread aisle or suggesting sustainable packaging options for one who is eco-friendly. Digital ads make personalization a piece of cake.
2. Bye, Bye, Hefty Costs
Say goodbye to hefty expenses associated with traditional print advertising and distribution, draining your budget by printing thousands of flyers or running full-page ads in newspapers. Digital ads are a great approach to significantly improve your sustainability efforts by reducing your cost of print and distribution.
Digital ads are also nimble and dynamic. You can determine your budget, control spending with precision, monitor their performance, and adjust your ads on the fly. If a particular ad isn’t performing as expected, you can tweak it without waiting for the next print run. And let’s not forget the beauty of targeting. With digital ads, you can break down your audience with laser-like precision, ensuring you’re not wasting a dime on folks who couldn’t care less about your weekly deals.
3. Go Local
Consider the value of laying a localization lens on your digital campaigns, increasing the effectiveness of their performance. You’re not just targeting a general group; you’re targeting people within a specific geographic location.
Let’s consider the proximity factor. If you can reach your potential customers beyond their online habits, you’re tapping into a whole new level of precision by going local and allowing shoppers to access your products or services, right around the corner. This also helps you nail the timing of your ads. You can make sure your ads are showing up when they’re most likely to be receptive — If someone is near one of your retail stores, they’re more likely to engage with your ad because it’s immediately relevant to their situation.
Reach the right people in the right place at the right time.
So, localization isn’t just about narrowing down your audience; it’s about making your campaigns relevant, timely, and hyper-targeted, which brings us to our next point.
4. Don’t Just Spray and Pray
Print distribution can get stuck in the “spray and pray” trap, broadcasting a generic message to a large group in hopes that a small percentage will magically convert. When you invest in print, you’re essentially standing on a busy street corner, handing out flyers to everyone who passes by, regardless of whether they’re interested in your grocer specials or just rushing to their next stop. That doesn’t sound very effective or strategic, does it?
Digital ads, on the other hand, are delivered directly to the folks who are likely to be interested in your products, based on their online behavior, preferences, and demographics. It’s a smarter, more strategic game plan that ensures your marketing efforts aren’t lost in the noise.
5. Dive Into Measurable Data & Analytics
With traditional print ads, you’re essentially crossing your fingers and hoping for the best. On the other hand, with the magic of data analytics, you get a treasure trove of measurable data points and analytics. You can dive into the nitty-gritty details of your campaign performance. How many people viewed and clicked on your deals? What’s the demographic of those shoppers? What time were most people shopping? Who actually made a purchase? Digital ads spill allllll the beans.
That’s not all. Not only can you better understand what makes your shoppers tick, you also understand what’s not working and can make real-time adjustments to maximize your investment. If a digital ad is outperforming your expectations, you can allocate more resources to increase its reach. On the flip side, if it isn’t resonating with a specific audience, you can also tweak your strategy on the fly.