Trends in consumer attitudes to marketing communications

DataTalk Research's detailed tracking study covering March 2008 to November 2009 maps out consumers' attitudes to marketing communications before and since the onset of the financial crisis.

Using data from The British Marketing Survey, it uncovers a shift in consumer behaviour, notably to a gap developing between attitudes to retention communications (from companies the recipient is already familiar with) and acquisition messages (‘cold’ mailings).

The results also reveal that in uncertain times, consumers prefer tried and tested methods of communication. This shift in behaviour particularly favours direct mail, which continues to be a successful retention medium.

Key findings include: 

• 25% of consumers say they find it acceptable to receive direct mail from companies with which they already have a relationship, but less than 10% find ‘cold’ mailings acceptable.
• Retention direct mail has grown its share of the mailing market by 20.4% to 31.3%.
• Response levels show signs of recovery, but they remain almost 25% down from the early 2008 level at 20.7%.
• Future response levels also show signs of recovery, but remain down from early 2008’s 43% at 39%.