Marketing Channel League Table 2013

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Information about Marketing Channel League Table 2013

Published on January 27, 2014

Author: thebps



Winners and losers in Marketing Channels 2013

TV Retains top spot in 2013 Marketing Communication Channel League Table. 2013 saw a general increase in consumers’ receptiveness to marketing communications with most channels showing an increase in their British Consumer Index (BCI) Channel Scores. TV maintained its leading position with a significant increase in its score with Warm Email and Newspaper Advertisements taking over second and third spots. Only three channels received a lower score in 2013 compared to 2012; Cold Email, Cold Mail and Telemarketing. BCI Channel Scores are based on a combination of measures; acceptability of the channel, past response to the channel and willingness to respond to the channel in future. A total of 21 different channels are monitored each month with back data going back to 2008. Looking at the longer term trend it can clearly be seen that some of the more ‘Traditional’ channels are showing a recovery after the downturn in the wake of the 2008 ‘Credit Crunch’. While ‘Cold’ Channels seem to be declining. Interestingly, Mobile Messaging is not showing the breakthrough with consumers that the ‘hype’ would suggest. This may be due in part to the ‘infancy’ of the channel and also the fact that not everyone is as glued to their iPhones and Androids as those in the marketing industry. The full 2013 data on the BCI Marketing Channel Scores is now available for purchase from in Excel pivot table format. © DataTalk Research Ltd January 2014 Page 1

The British Consumer Index is the only source of data across 21 different marketing communication channels. It monitors recall, acceptability, past response and willingness to respond against a background of comprehensive demographics, internet access and use, financial optimism, influences to purchase and intention to purchase. All data is coded with 11 different geodemographic segmentation models including Acorn, Cameo, Censation, Mosaic, P2 and Personicx. For further details contact: Steve Abbott Director; The British Consumer Index Tel; 0203 286 1981 Email; © DataTalk Research Ltd January 2014 Page 2

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