Mobile Scores as a Response Tool in DMA Study

Mobile messaging has emerged as one of the strongest performers in prompting consumers to seek further information, in consumer research from the DMA (Direct Marketing Association), sponsored by information services company, Experian. Telephone calls, interactive TV (iTV) and mobile messaging were the three forms of marketing communication most likely to result in respondents seeking further information. iTV, while relatively under-used, was identified as the most powerful medium in driving a direct purchase,  followed by field marketing and email marketing. TV and radio ads, customer magazines and inserts lead the field in generating retail traffic.
The DMA Participation Media Report, conducted by the Future Foundation, explores the consumer’s actual experience of direct marketing, using an diary approach. The research was conducted in two parts: 2,000 people were questioned via face-to-face interviews about their attitudes towards communications and their actions as a result of receiving direct communications. All those interviewed were also given a direct communications diary to compile, in which they noted down the occasions on which they received direct communications from companies over the course of one day and how they responded.
Unsurprisingly, the report shows that growth in Internet access has increased across all demographics as confidence in the medium grows and access costs decrease,  including an increase in the number of people accessing Internet services at work. Indeed, the research found that the majority of purchases made in response to email marketing were at work.
The research indicates that most consumers (75%) feel overwhelmed by the number of marketing communications they receive, although they remain happy to pick and choose between them (70%). Although the percentage that feel overwhelmed has increased by 10% since 2004, the willingness to pick and choose between messages has also increased by 10%.
“As the number of communications grow, consumers have become better at filtering information,” says DMA Head of Research, Victoria Bytel. “People are able to de-sensitise themselves from content, but in doing so they also disconnect from the brand. To avoid becoming wallpaper, marketers need to work even harder to make communications stand out.”