The Comms Blog
Click through to read...
April 2008: DMA Participation Media Executive Summary
Participation Media 2007 shows that consumers are actively getting involved in the marketing process in an attempt to filter out the information that they need.
The findings provide positive indications for the direct marketing industry in 2008 and create excellent evidence for the effectiveness of many of the key media and methods from the consumer’s perspective.
A full copy of the findings can be downloaded via the DMA website or purchased by non-members at www.dma.org.uk/research
Some key findings of the research include:
- The valuable role that marketing plays is demonstrated by those who said they value access to information before making a purchase. This desire to be well informed is consistent across all demographic types.
- The research illustrated a reluctance on the part of consumers to share their personal information with companies which is no doubt in light of heightened awareness of identity fraud and high profile incidences of companies and government departments losing personal data.
- The internet is changing society and in the process it is changing the way in which consumers react to marketing messages.
- Each medium has a role to play with the right audience at the right time.
- Responses to direct mail were almost twice as positive in reality than first perceived.
- Door drops scored highly in terms of convenience and provision of information.
- Positive responses to email marketing have increased by 3.1%, indicating a growing acceptance and appreciation of the medium.
- Interactive TV, despite it being the least experienced of all media, is the most powerful in driving a direct purchase while mobile messaging is one of the stronger performers in prompting consumers to seek further information.
- Television and radio ads, field marketing, customer magazines and inserts lead the field in generating retail traffic.
- For the first time online banner ads have been included in the research. They made up 3.3% of all communications noted by consumers.