Consumer survey points way to improving DM's image

Time-pressured butterflies -- likely to be older, upmarket and female. These consumers value fast response, preferring newspapers and magazines as a source of marketing information.
Guarded privatists -- likely to be retired and probably male. They tend to dislike targeted communications, preferring to obtain their consumer information from television and radio advertising.

The differences between personality types shows that no one group represents an absolute rejection or complete acceptance of communications, with each of them being susceptible to different types of approaches and media for different reasons and at different times during the purchase cycle.

Such findings show the integral part that targeting plays in the success of direct marketing and this is highlighted further by the fact that nearly 70% (66%) of the consumers surveyed said they were happy to receive direct marketing communications if relevant to them.

With consumers believing they receive less direct marketing than they actually do, it appears that the public do not, as is often suggested, feel swamped by direct marketing, yet it is clear that such communications are only successful if relevant and timely.

Improving the targeting of direct marketing is a fundamental objective for the DMA and complements the DMA's key focus areas such as the industry's environmental responsibilities and commitment to best practice.

This indepth study into consumer perceptions of direct marketing also forms part of a long-term research roadmap developed by the DMA. These findings will be used alongside the results of other key research projects, such as the economic impact study of the industry, to educate consumers, government and other key stakeholders about the benefits of direct marketing and the worth of the industry.

To do this the DMA has set up a working party dedicated to developing a long-term strategy to meet these objectives and maximise the opportunities created from the DMA's investment in this area. The establishment of a working party dedicated to improving perceptions of direct marketing is proof of the DMA's ongoing commitment to fulfilling its role of responding to and representing the needs of its members and the industry.

The good news for the industry is that the results from this research project provide positive news in terms of moving forward. Fifty-seven per cent of respondents claimed to have responded to direct communications in the past year either by buying something or requesting further information and 40% agree that they usually want to try new products or services, suggesting an openness to information and communications about new things. 

While extremely encouraging these percentages could be improved if the industry takes onboard the findings from this research and adapts accordingly.

The DMA aims to carry out its research into consumer attitudes towards direct marketing on an annual basis, keeping a consistent panel to enable trends in attitudes to be assessed and developing the research in line with new developments and current views of direct marketing and its various channels.

We hope that this time next year the findings from the consumer research will be even more positive and that consumer perceptions and their understanding of direct marketing will have continued to grow and improve.

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