Fri Apr, 2011 by Derek Mehraban
A new white paper by ForeSee Results outlines consumers’ preferences for discovering deals and special offers. While social media marketing is effective, consumers still prefer to receive targeted emails.
When visiting a product’s web site, 38% of survey respondents say brand familiarity was driving the visit. Of the ways not involving a previous familiarity with the brand email was the main reason. 19% of respondents say emails will drive traffic to a product’s web site whereas only 5% were driven by social media exposure. Search results as well as traditional advertising lie between that range at 8%.
When asked if customers want to hear from brands, only 10% responded that they preferred not to be contacted. Of those that do wish to be contacted, 64% would prefer an email. Only 8% prefer a social media point of contact. Postal mail and television advertising again fall in between the two.
The survey seems fairly well done, so its results are trustworthy. One caveat is that the survey was conducted in December 2010 and it is possible its results reflect respondents’ preferences during the holiday shopping season and not necessarily all year long. While that caveat is probably not a significant issue, especially considering the overwhelming numbers for an email preference, it is something to consider. It is instructive for the digital marketers that more of the budget and effort should be devoted to email contacts than other forms of advertising.
ForSee Results: Social Media Marketing White Paper