fast.MAP Marketing-GAP Tracker survey annouces shopper and marketer perception gap

The ninth annual fast.MAP Marketing-GAP Tracker reveals that a large number of consumers will readily switch brands if a rival launches a promotion – in contrast  to some marketers opinions. Key findings from the survey include the fact that while a massive 71% of consumers like to buy brands on promotion, marketers believe the figure to be just 38%.

The report, released today, draws the conclusion that there is a worrying gap between shopper preference and marketer awareness. A resume of the report continues: “Meanwhile, although 85% of consumers are tempted by buy-one-get-one-free offers, less than half of marketers (42%) believe that type of promotion to be worthwhile.”

Crucially however the report overview doesn’t state what it means by worthwhile and appears to make the assumption that following shopper preferences is inevitably ‘worthwhile’ – including BOGOF promotions that are known to be proven tactical sales drivers, but can erode long term brand value if not handled carefully.

The report analysis continues: “On the topic of coupons, a much debated effective marketing strategy, only 8% of consumers said they would never consider cashing in an offer received via post, email, mobile phone or in newspapers or magazines. Yet 27% of marketers believe coupons are a wasted strategy.”

“We know for a fact that there has been a clear shift in the number of shoppers buying brands on promotion year-on-year”, comments Paul Godwin, IPM Insights Consultant. “Our research would suggest 9% of shoppers are now doubling or tripling the amount they spend on promotional offers. “If any marketing funds are being pushed away from promotional marketing because of a perception that consumers don’t respond to promotions this is a massive issue for the industry.

“The single most important tool in any marketer’s armoury is a knowledge of how their customers and prospects behave. If that knowledge is based solely on received wisdom, personal prejudice or experience then it isn’t knowledge at all – but supposition. What the fast.MAP Marketing Gap report delivers for IPM Members is a clear pointer towards those areas where marketers’ perceptions are accurate and to those where they are less so”.

The annual fast.MAP Marketing-GAP Tracker is the only report of its kind to survey both marketing practitioners and consumers on the same topics and analyse the findings.  Since 2005 it has been tracking changes in consumers’ view of marketing and monitoring whether marketers are keeping up with these changes.