MMC>Knowledge centre>Research>CCB Fast.MAP Marketing Gap Tracking Study
CCB Fast.MAP Marketing Gap Tracking Study
Author: CCB Fastmap
Date: 01 December 2008
According to the latest CCB fast.MAP Marketing-Gap Research, marketers continue to underestimate the speed at which consumers embrace change. The tracking study compares their expectations of consumer attitudes and responses with the actual results, revealing some dramatic differences between what marketers think and what consumers say.
Marketers think that 62% of consumers are happy to receive direct mail about banking, with email ranking second at 35%. The actual results are 27% and 23%, respectively. Car marketing shows a similar variance, with marketers saying 51% of consumers like to be communicated with via direct mail and 36% by email. In fact, the figures are 18% and 19%, respectively.
Three quarters of households are happy to receive direct mail about supermarkets and stores (86%), competitions (84%), events and entertainment (74%), local restaurants and take-aways (73%).
Two thirds also like to hear about newspapers, subscriptions and holidays (69%), local services, tradespeople and local shops (68%) and books (63%) through direct mail.
The research reveals that personalised mail is much more likely to be opened, with 51% citing ‘Personally addressed to me’ as a reason to open a piece of direct mail.
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