Marketers 'don't understand' consumer behaviour
Category: Insights | 13th Jan 2010
Many marketing companies may have a flawed understanding of their consumers' attitudes, results of a new survey suggest.
The fast.MAP/DMA Marketing-GAP Tracking Study showed that 70 per cent of people will throw away unwanted advertisements, increasing by seven per cent on last year's figures.
Furthermore, 74 per cent of those questioned revealed they have no interest in the company which is contacting them, up from 66 per cent in the previous 12 months.
Speaking to Marketing Week, Robert Keitch, chief of membership and brand at the Direct Marketing Association, said: "It was a 'glass half empty' moment for me to see the gap that still exists between marketers and consumer motivations."
He noted that getting closer to consumers was the only way of improving marketing in the long term.
Just five per cent of marketers believe that the recession has had a very bad effect on the direct marketing channel, Marketing Week's Direct Mail Attitudes survey shows.
At HS&P, a third of the agency is made up of planners: integrated, data, digital and loyalty planners for clear, integrated thinking.
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