Thursday, October 23, 2008

Youth marketing: SM vs DM

Here's a helpful marketing tid-bit while looking at your fiscal year... In a study done by Ball State University and ExactTarget (an email marketing company), 18 to 34-year-olds are more influenced by email and direct mail than marketing messages via social networks.

According to a white paper offered by ExactTarget called Messaging Behaviors, Preferences and Personas some 1500 Internet users were questioned about their general attitudes and usage of one-to-one communication tools, such as email, phone, text messaging (SMS), and social networking.

To recap, here are some of the most interesting findings about the "six different personas" identified in the research, as noted in their press release:

• 20 percent of Wired consumers have subscribed for marketing communications via SMS, more so than any other group, but they want to receive texts only for urgent customer service issues such as financial alerts or travel updates.



• More than 50 percent of Young Homemakers use social networks and SMS during the day, but direct mail and e-mail are their two preferred marketing channels.



• 81 percent of Retired consumers have purchased online and 94 percent have been influenced by some form of direct marketing to make a purchase.



• College Students are very spam-savvy and believe private communication channels such as SMS and social networks are off limits for marketers.



• Teens use social networking more than any other group but are more likely to make a purchase from direct mail, followed by e-mail, SMS and social network sites.



• Women are more likely than the men in the Established Professionals group to use new digital media channels such as IM, SMS and social networking to communicate with friends and family, but men and women alike shop online with 92 percent of the consumers in this group having made an online purchase.

Labels: social media

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