The research showed that nearly seventy percent (66%) of consumers were happy to receive direct marketing if relevant to them, highlighting the importance of well-targeted, timely dm communications. The research findings also revealed that there were four distinct personality types when it came to attitudes to direct marketing, providing the industry with a unique insight into how consumer perceptions of direct marketing vary and the reasons for this.
The four personality types highlighted by the research were:
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Open all hours - younger, generally female consumers receptive to direct marketing. They pick and choose, being quick to reject marketing that doesn't impress but slow to throw away customer magazines.
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Pragmatists - usually mid-market consumers in the family life-stage. They are concerned with value for money and are the most likely to welcome and respond to direct marketing.
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Time-pressured butterflies - likely to be older, upmarket and female. These consumers value fast response, preferring newspapers and magazines as a source of marketing information.
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Guarded privatists - probably retired and probably male, they tend to dislike targeted communications, preferring to obtain their consumer information from television and radio advertising.
For further information please contact:
Liz Bastone
DMA PR Manager
Tel: 020 7291 3315
Email: liz@dma.org.uk
