Social networking is popular, but how to target consumers through
them is a mystery that has plagued marketers since social media's
inception. Now, a new study from ExactTarget is showing how tough it
The report showed that 18-34 year olds say they're more likely to
respond to marketing efforts via email or direct mail than they are
social networking campaigns.
Here are more key findings from the study:
- 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.
percent of Retired consumers have purchased online and 94 percent have
been influenced by some form of direct marketing to make a purchase.
Students are very spam-savvy and believe private communication channels
such as SMS and social networks are off limits for marketers.
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
- 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.