The GAP between consumers and marketing – laid bare

Marketing Gap Tracker 2010There are a few ads and marketing campaigns that capture the attention of huge audiences – did anyone mention meerkats? But the vast majority of campaigns fall into the ‘also ran’ category. New research helps us see why.

A 2010 survey of consumers and marketers reveals what marketers believe is important. There is a wide gap in some important areas when we also look at what consumers are influenced by.

It’s no surprise that the highest ranking for consumers is given to brands they trust. Marketers are a little behind on this, but the next three metrics show consumers and marketers are fairly close.

The final three metrics, however, throw large spanners into the hopes and aspirations of marketers and designers. The consumers don’t really care! So it’s thumbs up for:

  • brand/company that’s known/trusted
  • relevant product or service
  • personal, targeted communication

But, and it’s a big BUT, there are very wide gaps in the final three metrics. When marketers rate something as twice as important and, ye goddess, 3-times or even 5-times as important, someone needs to get back to basics. Sorry, marketers and designers, but consumers are mostly looking for quality and relevance. In short, it’s thumbs down for:

  • interesting packaging
  • fun themes
  • design and appearance

Consumers are now a bit too savvy. They can see a great product or great deal, but they can also be turned off by smoke and mirrors. The final message might be:

If you’ve got a great product or service, be straight about it in your marketing.

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About afterthenovel
musician, then journalist, editor, publisher; now web-master and blogger PLUS aspiring author :)

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