Wednesday 09 April 2008

Consumers like marketing control

Word-of-mouth and speaking directly to a retailer are the public's most preferred forms of gathering information about a product.

That's according to the latest research from the Direct Marketing Association (DMA) which has revealed that consumers, of which many described their lifestyles as 'hectic', liked to be in control of the information that they receive, and valued timesaving methods.

Interactive TV, field marketing and email marketing were found to be the top three direct media for generating a purchase, while television and radio ads, customer magazines and inserts were the best at generating retail traffic.

More traditional direct marketing channels, such as door drops and inserts, however, received a more positive response than in 2005.

"It's a given that today's consumers are cash rich and time poor," said Raman Gupta, director of consulting for Experian's integrated marketing division, which sponsored the research.

"Therefore, engaging with people on a one-to-one level needs to be the touchstone for any campaign."

Category: Marketing campaigns

Technorati tags: marketing-campaigns consumers like marketing control