fast.Map Marketing Gap
Research company fast.MAP has been publishing its annual fast.MAP Marketing-GAP tracking study
for the past nine years, and the IPM has been a partner of the survey for the
past four years, which allows us to ask a number of questions relating to
Marketing-GAP survey asks consumers how they respond to a range of marketing
communications; it then asks marketers how they think consumers respond.
Sometimes, marketers get it right; often, they get it wrong.
between how consumers say they respond and how marketers think they respond is
the Marketing-GAP. It is a very useful pointer to areas where marketers need to know more, and also where there could be opportunities for brands to gain competitive advantage.
On this page, you will be able to access the full report from 2013 and also presentations from the seminar held to launch the report.
Additionally, you can access the 2012 report and presentations from the 2012 seminar.
For the 2013 fast.MAP
Marketing-GAP study, the IPM repeated a number of questions from 2012 but also
added in new questions focusing on loyalty. In the 2012 research, the IPM focus was on social media.
The 2013 fast.MAP
Marketing-GAP survey was sponsored by data specialists Callcredit and partnered
by the IPM and the IDM, and the results were revealed at a seminar held in
Central London on September 26 2013.
IPM members can download a free copy of the full 2013 report
from our insights archive.
Copies of the slide decks from the 2013 results seminar will
be made available as we get them.
Copies of last year’s report, the fast.MAP Marketing-GAP 2012 study, can also
be found in our insights archive, along with slide decks from the 2012 seminar.
Fast.Map Marketing Gap 2013 seminar Paul Godwin's presentation
Paul Godwin's presentation from the 2013 fast.MAP Marketing-GAP results seminar
Fast.Map Marketing Gap 2013 report
Fast.Map Marketing Gap 2013 Content Summary
Use of Digital Consumer Data
The ins and outs of marketing using digital customer data from the 2012 Fast.Map Marketing Gap study
The Consumers’ Digital Journey & The Reality Gap
2 presentations from the 2012 FastMap Marketing Gap looking at the gap between perception and reality in digital and DM
The Consumer & Promotions - Findings from the 2012 Fast.Map Marketing Gap
This PDF includes 3 presentations from the 2012 Fast.Map Marketing Gap Conference.
Social Media & Traditional Media Infographic
This Infographic uses findings from the 2012 fast.Map Marketing Gap research and shows the Marketing Decisions that alienate people, the reasons that customers think less of a brand or a product, why consumers ignore marketing communications and throw stuff away on one hand and keep other communications on the other.
This Infographic uses findings from the 2012 fast.Map Marketing Gap research and shows findings in which loyalty promotions impact on consumer behaviours.
Communication Channels Infographic
Infographic showing Communication Channels from Fast.Map Research
Fast.Map Marketing Gap 2012 White Paper
Fast.Map Marketing Gap 2012 Content Summary