Archive for February, 2015

Who knew?

DATE: February 13th, 2015

A recent study by Marketing Sherpa (US), discovers that consumers actually prefer email (72%) when receiving messages from brands they support. After that, they prefer to hear from you through old-fashioned mail (48%) TV ads (34%) and print media (31%) lag, but they are still higher than text messages (19%). Social media and in-person conversation/consultation (both at 17%).

A vast majority (91%) of U.S. adults want to hear from their favourite brands — but not everyday. Most want to hear once a month 86% but 61% are good with least weekly. Everyday? Drops down to 15%. (As reported in the weekly marketing brief from the Canadian Marketing Association)

I think this is really interesting.

One of the things it tells us is that people are segmenting their favourite communication tools between work, play and real life. Text messaging — as it was first designed — is considered a chat tool between friends. The research is telling us that our audiences don’t want us to interrupt that chat time unless it’s something really important (like Beiber selling his used running shoes). Email and traditional mail gives people control — easily ignored, it does not shout “read me now.”

Traditionally, advertising has been an interruption force. From the town crier to the door-to-door sales person to radio then TV — advertisers have wiggled their way into the personal space of the people they sell to. Today we have more sophisticated methods, but we still are interrupting our audience. Studies show that they are OK with that — because they really do want to know about the good deals (note to self — they need to be good deals). They just want to experience control of the consumption of advertising and marketing.