Walmart’s advertising success highlights a crucial lesson for marketers: integrated media strategies are essential to reaching today’s consumers. The retail giant’s approach of blending in-store promotions with digital platforms like Walmart Connect drove a 28% increase in advertising revenue year-over-year.
A new Journal of Marketing study provides empirical support for this approach, finding that combining traditional media (such as TV and outdoor advertising) with digital channels (like Facebook and YouTube) significantly boosts brand performance. The study, “Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising,” authored by University of Oxford scholars J. Jason Bell, Felipe Thomaz, and Andrew Stephen, analyzed 1,083 advertising campaigns across industries.
“Our research shows that no single media mix works universally,” says Bell. “Instead, the key to success lies in tailoring media combinations to specific campaign goals, whether it’s building awareness, driving sales, or enhancing engagement.”
Key Findings
- No Universal Media Mix: The research finds that high-performing campaigns often pair traditional and digital media channels. For example, combining TV with YouTube can amplify awareness, while pairing in-store promotions with Facebook drives localized actions.
- Significant Untapped Potential: The study reveals that many current marketing strategies are under-optimized. Simple adjustments to media mixes could lead to over 50% higher lifts in brand metrics such as awareness, consideration, and intent.
- Synergies Between Media Channels: Traditional media builds trust and familiarity, while digital platforms enhance precision targeting and interactivity. Campaigns that integrate these channels unlock powerful synergies that drive results.
“Marketers often focus on reach as a metric, but our findings emphasize the importance of brand mindset lifts,” says Thomaz. “Shifting focus to metrics like awareness and consideration can yield better outcomes for campaigns.”
Practical Recommendations
The study offers actionable insights for marketers to refine their strategies:
- Adopt a Holistic Approach: Consider how different media channels complement one another to achieve campaign objectives.
- Tailor Media to Goals: Match channel combinations to specific objectives, such as pairing TV and YouTube for awareness or Facebook and in-store promotions for conversions.
- Focus on Lifts, Not Just Reach: Measuring and optimizing for mindset shifts like brand perception can lead to more effective campaigns.
Lessons from Walmart’s Strategy
Walmart’s integrated advertising approach demonstrates how brands can use diverse channels to create seamless consumer touchpoints. By blending traditional and digital media, Walmart Connect delivers cohesive messaging that resonates with consumers, setting a new standard for advertising success.
“Integration isn’t optional—it’s a requirement for modern advertising,” says Stephen. “Marketers who understand and leverage channel synergies will stand out in today’s crowded marketplace.”
Full article and author contact information available at: https://doi.org/10.1177/00222429241302808
About the Journal of Marketing
The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm
About the American Marketing Association (AMA)
As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good.
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Marilyn Stone is Director, Academic Communities and Journals, American Marketing Association.