According to the recently published ‘Marketing Gap Report’ 2009, 85% of consumers say they open and read mail packs received.
This Gap Tracking Study has been compiled by fast.MAP in conjunction with the Direct Marketing Association (DMA) and is unique in tracking not only consumer usage of and attitudes to direct marketing, but also monitors how closely marketers are keeping in touch with changes in consumer motivation and tastes.
The results of the 2009 Study provides a snapshot of the UK market and how it has changed since 2005 and also gives marketers pointers on which marketing channel to use to contact both existing and new customers.
Key findings include:
• Consumer preference for e-mail from marketing companies they have an existing relationship with has dropped by 5% since 2008, whilst preference for direct mail has gone up by 6%
• Being called on their mobile or sent a text is the least popular method of communication
• Consumers are content to receive mail about local services, trade people and local shops, as well as catalogues and customer magazines
• Although consumers are happy to be mailed about supermarkets and stores they use, and local restaurants and services, marketers have underestimated this preference by more than 7%
So, whilst this study shows that consumer confidence in direct marketing is growing, there can be no room for complacency. And the gulf between what direct marketers assume and what consumers actually do and think must be addressed … quickly.
