Marketers out of touch with consumer behaviour and marketing basics, Salmat study claims
Marketers are out of touch with how consumers research their purchase decisions, marketing services business Salmat suggests in a new study.
According to the Salmat 2018 marketing report, marketers believe brand websites (50%) and social media (47%) are the top two channels used by consumers, however, consumers said they get their purchase decisions from recommendations (72%) and search engine results (48%).
Of the top six channels listed by marketers and consumers, only one matched – brand website
But can they tell em what happened to my Kmart catalogue last Thursday? I really wanted to see what specials were on in the cheap crockery dept….
You could easily argue that there is a bigger disconnect with what consumers say they do and what they actually do.
3 in 10 not being able to name the 4 P’s is pretty amusing though.
The research looks flawed. I cannot believe that marketers did not say SEM was a top channel – their spending would indicate otherwise. And consumer marketers naming Events and Tradeshows in the top six – no way. Salmat has been in the wilderness for years, and some cheap flawed research will not help that. Junk mail.
Apparently no marketers use TV ads either.
Pass me the salt grains please.