Tone Interactive Marketing

by A.D. Gozzo

While email has lost ground to other on-line mediums in the past year, it still remains the predominet purchasing power marketing medium within the target demographic of young adults, with 44% inspired by email to make at least 1 online purchase. The demographic of young adults 18-34 is more influenced by direct and email marketing messages than ads on social networks, a recent Ball State University study found.

The study also broke down several other demographic categories and on-line marketing behavors, including:
Young Homemakers: Over half use social networks and SMS during the day, but direct mail and email are their preferred marketing channels.
Retired: 81% purchased online and 94% have been influenced by some form of direct marketing to make a purchase.
College Students: Very spam-savvy, they believe private communication channels (i.e., SMS, social networks) are off-limits for marketers.
Teens: Though they use social networking more than any other group, they are more likely to make a purchase from direct mail, followed by email, SMS, and social network sites.

This equates to bad news for MySpace and Facebook advertisers: young adults report paying more attention to marketing messages via e-mail, according to this research from Ball State University and ExactTarget.

“It is too easy to assume that the media consumers choose for their own news, information and entertainment are by default the best media to use for marketing messages,” said Mike Bloxham, director of Insight and Research at Ball State University’s Center for Media Design.

The bottom line is that in the integrated marketing mix for any interactive campaign, the appropraite weight should still be given to email marketing.