Growing number of Internet buyers looking to multiple sources
A new study released by ExactTarget finds nearly 40 percent of consumers turning to Facebook and Twitter to supplement the news, information or deals they receive via e-mail marketing.
“Consumers don’t silo their engagement with brands to a single channel; instead they tend to ‘layer’ marketing channels on top of one another to meet their different objectives”
Featured in ExactTarget’s Social Profile report, the survey of more than 1,500 consumers identified 12 distinct personas for how consumers interact with brands online by studying the levels of social media creation and consumption across all ages and income levels.
“They tend to ‘layer’ marketing channels on top of one another to meet their different objectives,’” said Morgan Stewart, principal, ExactTarget’s research and education group. “The things that motivate consumers to go online initially dictate where and how they choose to engage with brands – whether that be e-mail, Facebook or Twitter.”
“Simply understanding demographics of a customer group is no longer enough,” said Tim Kopp, ExactTarget’s chief marketing officer, adding:
“By bridging the gap between demographics and consumer motivations, the Social Profile research identifies unique personas that give marketers an entirely new level of understanding of consumer behavior.”
By David Wilkening
David
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