The Marketing Gap
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CCB Fastmap Ltd 3 rd Floor, Colonial Building 59-61 Hatton Garden London EC1N 8LS 0207 242 0702 www.ccbfastmap.com 7 th Annual Marketing – GAP Tracker David Cole, Managing Director [email protected] www.fastmap.com
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David Cole of fast.MAP outlines the changes that have happened across the last 7 years of the survey. Beginning this year, an increased focus on promotions has revealed significantly more areas where Marketers feelings are not borne out by the facts. This presentation runs through all of the key areas correcting the impressions in some critical areas.
Transcript of The Marketing Gap
CCB Fastmap Ltd3rd Floor, Colonial Building59-61 Hatton GardenLondon EC1N 8LS0207 242 0702www.ccbfastmap.com
7th Annual Marketing – GAP Tracker
David Cole, Managing Director
www.fastmap.com
Marketing GAP
What shoppers do, and what marketers think that they do. Misunderstanding the ever changing attitudes to DM and Promotional Techniques leaves a huge gap in the armoury. The Marketing Gap survey updates you annually on the key issues you need to bear in mind the very next time you decide to go one way, rather than another
Marketing GAP
What shoppers do, and what marketers think that they do. Misunderstanding the ever changing attitudes to DM and Promotional Techniques leaves a huge gap in the armoury. The Marketing Gap survey updates you annually on the key issues you need to bear in mind the very next time you decide to go one way, rather than another
Why do we Marketers get it wrong?
•Skilled in marketing technique •Understand the brand
•Different demographics/outlook•Ever changing environment
The Marketing GAP
Industry's most high profile tracking study.
Annually by fast.MAP since 2005
Monitors consumers direct marketing and promotional activity and records their changing attitudes
Unique - tracking Consumer opinion and Marketers
2011Partnership with the IPM
Sponsored by MMC / Royal Mail
fast.MAP/Marketing GAP; Widely quoted in media and major trade bodies
Agenda
1 Preferred Contact Route
2. Direct Mail
3. Telephone / Mobile
4. Coupons
5. Promotions
6. Summary & Conclusion
Methodology
Online questionnaire to:
• over 1,000 consumers on the fast.MAP panel (which echoes the UK's demographic profile)
• and a panel 350 marketers including IPM members and Royal Mail
Whilst consumers simply respond to the questions, marketers are asked to judge what the consumers' responses will be.
The GAP is the gulf between what consumers are actually doing and thinking and what marketers believe consumers are doing and thinking.
Every year surprising insights have been revealed. This year is no different.
Who are fast.MAP?
fast.MAP are specialists in using online research for the Direct and Promotional Marketing sectors.
We help marketers dramatically improve the performance of their marketing through effective insight.
We partner with the IPM across different industry studies
The Marketing GAP Results
Through which routes do consumers like to be communicated?
We have been asking how Consumers prefer to be contacted since 2005.
Preferred Contact Routes
Percentage
Preferred Contact Routes
Percentage
• Over-estimation for marketing communication by marketers
• Significant overestimation of Marketers of enthusiasm particularly in none-DM/Email by factor of 4
Preferred Contact Routes
Percentage
• Mail and email equal
• BUT preference also depends upon subject/sector
• Low demand for none email or mail contact
• Less than 2% in most cases
• landline• mobile• SMS• Twitter • or social media
Preferred Contact Routes
Which subject would you be happy to receive communication about and how?
Contact method; Which subject would you be happy to receive communication about and how?
What do Consumers think of Direct Mail ?
Nine out of ten people open direct mail
What motivates Consumers to open direct mail?
What motivates Consumers to open direct mail?
The GAP- aesthetics overvalued
What motivates Consumers to open direct mail?
• Highest marketing-mail opening ever (2005)
• Increases in opening BOTH warm and cold mail
• Consistently high numbers for known company/brand
• Personalisation has increased in importance as a motivator and moved into second place
• Interested in product or service is almost as important
• Over 1/3rd because voucher
Why do nine out of ten people open direct mail
What type of mail are consumers most likely to open?
What type of mail are consumers most likely to open?
What type of mail are consumers most likely to open?
What type of mail are consumers most likely to open?
Why some mail is thrown away
Why some mail is thrown away
Why some mail is thrown away
Why some mail is thrown away
General attitudes towards Advertising Mail
Attitudes to advertising mail
Attitudes to advertising mail
What do consumers think about the phone and SMS marketing?
Landline crawls back into favour
Are there any things that you don’t mind receiving marketing calls about?
The free opt out service enabling you to record your preference on the official register and not receive unsolicited sales or marketing calls.
Why do people enrol on the TPS (Telephone Preference Service )
The free opt out service enabling you to record your preference on the official register and not receive unsolicited sales or marketing calls.
Why do people enrol on the TPS (Telephone Preference Service )
Demand for Text Preference Service
Demand for Text Preference Service
Demand for Text Preference Service
Demand for Text Preference Service
The Power of Coupons
A Consumer Favourite
Do you redeem coupons or vouchers ? (i.e. money-off vouchers that you might get through the post or via email or through newspapers etc?)
Do you redeem coupons or vouchers ? (i.e. money-off vouchers that you might get through the post or via email or through newspapers etc?)
Do you redeem coupons or vouchers ? (i.e. money-off vouchers that you might get through the post or via email or through newspapers etc?)
What value would consumers redeem coupons at?
This has been tracked for 5 years……….
What value would consumers redeem coupons?
2007
What value would consumers redeem coupons?
2008
What value would consumers redeem coupons?
2009
What value would consumers redeem coupons?
2010
What value would consumers redeem coupons?
2011
What value would consumers redeem coupons?
Mis-redemption of coupons
What about coupon mis-redemption?
Do you ever attempt to redeem coupons when you have not bought the products specified on them?
Mis-redemption of coupons
Mis-redemption of coupons
Mis-redemption of coupons
Why do consumers misuse coupons
What was the reason for the attempted mis-use of the coupons?
Why do consumers misuse coupons
What types of Promotions do consumers use?
What types of Promotions do consumers use?
What types of Promotions do consumers use?
Offers that change shopping habits
Offers that change shopping habits
In the past 12 months have you bought more products than you planned because of extra longer term rewards?
Offers that change shopping habits
Offers that change shopping habits
Sampling the goods
Sampling the goods
In the past 12 months have you bought a product for the first time because you had trialled it first?
Sampling the goods
Sampling the goods
Thoughts ?
Conclusion for 7th Year of Tracking
Specifically……
•Opening rates of Direct Mail at all time high
•Email is an increasingly popular medium
•A tiny minority want to be contacted by phone/mobile, SMS or Social Media although it has started to grow
•Almost everyone redeems coupons and each year people are less likely to mis-redeem
•Big differences can be found dependent upon subject matter
Conclusion for 7th Year of Tracking
Generally……
•We marketers consistently get things wrong
•The changing world is more and more difficult to keep up with
•Build more insight into your marketing to keep in touch
Thank you
