Telephone cold-calling is the most disliked method of direct marketing, with texts coming a close second as the most intrusive method of contacting consumers.
The survey involved five main European countries: UK, France, Germany, Italy and Spain. All territories cited telephone marketing as the most disliked of all media, with 60% of those surveyed ranking this as their number one most irritating marketing method.
Email marketing was seen to be more intrusive than direct mail, yet more acceptable than text messaging. It also said that consumers are now becoming adept at filtering spam from genuine offers, but it seems that the sheer volume of spam is still negating the efforts of those sending direct and targeted information.
The survey also shows that if consumers receive direct mail addressed to them personally, it is less irksome than door-drop mail. Door-drops are ranked as the third most welcomed advertising medium after TV advertising, with outdoor advertising ranked as the least irritating marketing method.
Pic: Getty Images
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.
This article was first published on brandrepublic.com