Youngsters prefer old-fashioned internet marketing?
22 October 2008, 1:46 pm (2 comments) in Internet Marketing News
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Stop the presses - contrary to every bit of analysis these days, social media is not the future of internet marketing, it's all about the old-fashioned techniques.
Well, that's according to ExactTarget, who found in a study with Ball State University that 18 to 34-year-olds "are more likely to be influenced to make purchases based on email marketing messages and direct mail than marketing messages on social networks".
It might be worth noting at this point that ExactTarget are an email marketing company, but they did have the academics at the unfortunately-initialled BS University to back them up.
Royal mail may also be glad that someone else is backing up its research on the continuing usefulness of direct mail.
According to Mike Bloxham, director of insight and research at the university's centre for media design: "It is too easy to assume that the media consumers choose for their own news, information and entertainment are, by default, the best media to use for marketing messages.
"This is a dangerous assumption to make in a time when consumers are becoming increasingly aware of their level of control over their media experiences."
"Dangerous" might be a bit strong, but are the researchers right that social media is not the best choice for internet marketing?
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Article Last Updated 4 May 2009, 1:13 pm
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People of all ages "box" up communications. They see a distinct separation between, for instance, editorial and advertising, between social media and marketing and between a movie and an advert.
We have known for years this is the case - but year after year advertisers try to find another way - and consistently fail to achieve what they want. Just because people use social media doesn't mean you have to market to them there. Instead, market where they are receptive to marketing messages - which is mostly in email.
Social media, though more difficult to market through, is still very successful. Often you will find one leading the other. People you follow online develop authority and trust - so when you visit their website are more likely to opt-in and get on their mailing list.
However, many marketers are finding the old-fashioned post card to be very effective in nudging someone over to buy from them - even when it's online.
And book authors, among others, still find personal appearances and radio interviews to be their prime avenue for increasing sales through all modes of bookstores.
A final note: I loved it when a study came out which said that 50% of all scientific studies contradicted the other 50%.
Your mileage may vary.