News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
ExactTarget: Marketers and consumers "a different breed"
Listen up marketers. You may think you know what today's consumers want and how they want it, but you're not the average consumer, so put your personal biases aside and tune in to ExactTarget's new "Marketers from Mars" study.
According to ExactTarget's "Marketers from Mars" study, marketers and consumers don't always see eye to eye. That's because, they found, marketers' experiences with digital media can be wildly different from the average consumer. This can have a knock on effect on marketers' strategic decisions.
An example of this disparity is illustrated in the different perceptions held by marketers and consumers about which channels are most effective at building loyalty.
Across a variety of channels including mobile apps, content marketing and Facebook, a third of consumers said email was the most effective channel for building loyalty. While fewer marketers agreed (26%) it was rated as the best channel by both groups.
However, marketers and consumers have a wildly different view on the effectiveness of content marketing. While 1 in 4 marketers thought this activity to be an effective loyalty tool, just 6% of consumers agreed.
Despite mobile and apps being the channel de jour, consumers didn't rate this activity highly either. In fact, marketers were more than 3 times as likely as consumers to think mobile apps were an effective loyalty-building channel (23% vs. 7%).
"Consumers are moving from single channel interactions into multi-channel relationships," said Jeff Rohrs, ExactTarget's vice president of marketing. "Our Marketers from Mars research provides exclusive insight into consumer expectations, offering marketers exclusive new insight on how to avoid the pitfalls of personal biases or becoming a 'focus group of one' when creating marketing strategy."
There were two channels that both consumers and marketers agreed on - Facebook and Web.
"Marketers from Mars" contains some interesting stats, and a warning to marketers.
"You're different. As a marketer working in today's digital, fragmented, and cross-channel frontier, you take risks. You live on the bleeding edge of technology. You brave the wilds of new social networks and mobile apps before you even know what they plan to do with your data. In short, you are not the average consumer. You are an explorer of brave, new worlds."
Other findings from ExactTarget's study that illustrate how different marketers can be from the average consumer include:
- 93% of consumers subscribe to at least one brand's email;
- Almost all marketers (93%) have made a purchase as a result of an email marketing message compared to just 49% of consumers;
- More than half (58%) of consumers have 'Liked' a brand on Facebook - a 20% increase from 2010;
- More marketers have made a purchase as a result of a Facebook message than consumers (41% vs. 21%);
- More marketers on Twitter follow brands to receive advanced notice of new products than consumers (58% vs. 46%);
- 61% of marketers follow at least once brand on Twitter, compared with 12% of consumers.
Check out ExactTarget's infographic here.
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...