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BizReport : Advertising : November 05, 2008

Report: Text, email important to consumers

Telephone and letters, those used to be the only ways to communicate other than face to face. With the advantages of the Internet, however, consumers can communicate without ever meeting another person face to face; which gives marketers more chances than ever to engage the audience.

by Kristina Knight

According to ExactTarget's "2008 Channel Preference Survey", the phone is still the preferred method of contact, specifically the mobile phone. In all age groups except the 65+, consumers reporting using SMS or Instant Messaging to chat with friends and family; in every age group, consumers reporting using email to communicate with loved ones.

However, consumers in the different demographics interact with technology differently, which makes all the difference to marketers.

The Wired Consumer tends to be younger, male and without kids. These consumers are likely to subscribe to messaging services but they only want to be contacted in 'urgent' situations.

Young Homemakers are typically females from 18 to 35; though they text and IM, email and direct mail are likely to catch their attention more quickly than texted ads. In this group also, consumers don't want a lot of contact with marketers; they want highly targeted messages that will help them in day to day life.

Retired consumers are least likely to be engaged by a text messages, but they email often. Retired consumers, though, are more likely to respond to an ad from a traditional channel (newspaper, television or radio) than from an online entity.

Tags: email, instant messaging, online advertising, SMS messages, text messaging

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