This is the DMA’s first attitudinal print tracking report, which surveyed 1,232 UK adults. The report was produced in conjunction with fast.MAP and sponsored by HP.
Why direct mail still matters:
The consumers’ case
People can’t imagine living without mail. Direct mail is a vital node in the ‘connected world’ we now inhabit. That’s the main message a panel of 1,232 consumers have reported back in From letterbox to inbox attitudinal study conducted by the DMA and fast.MAP, and sponsored by HP.
Over the past few years, brands have increased their marketing spend on digital channels in tandem with the rise in the number of consumers conducting more and more of their social lives and personal business online. However, in the rush to follow consumers online it would be a mistake to overlook traditional methods, such as printed direct mail, and the way in which consumers have found ways to blend the offline and the online within their connected worlds.
This infographic gives a unique insight into what people today think of brands’ printed communications, how they respond to receiving it and the role it now plays in their lives as consumers. In short, it’s the consumers’ case for why direct mail still matters.
1,232 UK adult consumers were randomly selected from the fast.MAP Consumer Voice panel to gain a sample representative of the UK population. All respondents completed an online questionnaire comprising 28 questions.
HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. The world’s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure to solve customer problems. More information about HP (NYSE: HPQ) is available at http://www.hp.com
Additional information about the HP Graphics Solutions Business is available at www.hp.com/go/GSB, on the HP Graphic Arts YouTube channel at www.youtube.com/hpgraphicarts and through the HP Graphic Arts Twitter Feed at www.twitter.com/hpgraphicarts
fast.MAP is an insight partner that continuously connects clients in real-time with their customers. As exclusive insight partner to the DMA, we run a number of tracking studies designed to give DMA members primary insight into key areas that support the Direct Marketing discipline. The combined experience of our Directors spans many industries, disciplines and methodologies and the solutions we provide can be executed from within the business. www.fastmap.com
About the DMA
The Direct Marketing Association (DMA) is Europe’s largest professional body representing the direct marketing industry. We have a large in-house team of specialists offering everything from free legal advice and government lobbying on direct marketing issues to research papers and best practice.
As well as being at the forefront of developments in digital and direct marketing, we continue to lead the way in traditional direct channels. That’s why the DMA is such a great platform for sharing expertise and DMA membership is synonymous with better business.
Published by The Direct Marketing Association (UK) Ltd Copyright © Direct Marketing Association. All rights reserved. www.dma.org.uk