Being a marketer is a lot like being a psychologist. The more we understand our customers, the more we can help them with our products and services!
In all seriousness, relevancy is the name of the game - but its also important to understand how they like to receive information and how they perceive information when its delivered via email, mobile, Facebook, twitter, TV, radio or snail mail. After surveying more than 700 consumers (ages 15+) in our 2012 Channel Preferences survey, this is what we learned: 77% reported that email was the
preferred channel of communications for promotion offers. So, what does this mean to you?
1. Email is still the workhorse of interactive marketing
2. Consumers are "liking" brands but only 4% want to receive promotional messages via this channel.
3.Facebook is a great way to engage consumers, capture email addresses and promote offers via email (their preferred method for this type of communication.)
It will be interesting to see if this data shifts in 2013 and beyond, but for now, consumers are loud and clear. Facebook is still a place for learning, conversation and expressing oneself through brand affiliation. While Facebook must be a critical part of your marketing strategy, remember to leverage the appropriate channels when communicating with your consumers.
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