fast.MAP/DMA Marketing-GAP Tracking Study 2010

There can be a big difference between what communications marketers think consumers find acceptable and what they are actually happy to receive – and it's a gap that can impact campaign effectiveness.

To measure this gulf between consumer understanding and marketer activity, online research company fast.MAP carries out the industry's only UK-wide tracking study.

The results for the 2009 fast.MAP/DMA Marketing-GAP Tracking Study not only provide a snapshot of the UK market and how it has changed since 2005, but they also give marketers pointers on which marketing channel to use to contact both existing and new customers.

Key findings include: 

• Marketers continue to over-estimate the power of creative content, yet consumers say aesthetics least important factor in whether to open a mail pack
• Almost eight out of ten adults open and read promotional mail
• People like receiving direct mail much more now than they did six years ago
• Almost nine out of ten always look for the opt-out box - but
91% of marketers underestimated this concern