There is a vast amount of research that has been conducted recently regarding the consumers’ preferred method of receiving marketing communication. A recent study by Forrester Research, and commissioned by ExactTarget, highlights that the majority of consumers today still have a strong affinity towards email.
The important take out: Consumers prefer email at a rate of three-to-one when compared with any other avenue for marketing communications such as social media, Instant Messaging, phone and SMS!
Despite the abundance of research that all points towards email being the marketing method of choice for consumers, why do marketers continue to ignore this?
Despite the spike of Internet users using social media, for example three quarters of Australian online adults now use social technologies (Forrester: Australian Adult Social Technographics Revealed 2008), as a general rule, consumers are NOT open to receiving marketing communication via this channel.
As social media continues to boom with new channels for communication being created everyday (with new social networking sites and the like popping up), there is an overreliance and tendency to use this medium for all-purposes in order to reach the masses.
Unfortunately we forego the very fundamental principles of Marketing 101.
We need to stop, think, plan and go back to basics:
Who are our customers?
Where are they?
What are their preferences for receiving marketing messages?
What are the right messages for each customer segment?
What channel do we use to reach them?
A quick Google search and some top line research is enough to reveal where our customers’ preferences sit. It’s all very simple. Follow the basic principles of marketing and target the right marketing messages to the right audience based on their preferences using the appropriate channels!
Yet sadly we are missing the point! We’re frustrating consumers and, ultimately, not getting the outcomes that we desire!
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Ogilvy MediaXchange: Back to Basics in Healthcare PR