Response index shows positive for direct marketing

by Daniel Farey-Jones, Brand Republic 22-Aug-08, 12:00

LONDON - A new index that monitors people's future willingness to respond to all forms of direct marketing is giving a positive signal.

The Marketing Responsivity Index is based on data from 1,000 interviews per month and has been launched by DataTalk Research.

The July index showed a positive score of 76%, which was higher than June's 65%. If more people say they are willing to respond to a channel in future than have in the past, the index is positive. If less people will respond in future it is negative.

Mike Hare, director of research at DataTalk, said: "In the current climate, we knew that the creation of a major study of consumer intentions was absolutely paramount as marketing budgets come under the most intense pressure.

"Closely monitoring changes in willingness to respond, and acceptability, in both communications channels and product sectors, means that marketers and planners can move from a retrospective analysis, to a genuine partnership with the consumer."

The index measures a range of 16 direct marketing channels. July's index shows that radio advertising had the highest score and telephone calls the lowest score, though it is still positive rather than negative.

Victoria Bytel, head of research at the DMA, said the index "provides key information" to support targeting and segmentation, which are important to the industry's future growth.