MediaPost’s Online Daily News

by Gavin O’Malley 

Sorry, MySpace and Facebook–young adults report paying more attention to marketing messages via e-mail and direct mail, according to new research from Ball State University and ExactTarget.


Among 18- to-34-year-olds, consumers are more likely to be influenced to make purchases based on e-mail marketing messages and direct mail than from advertisements or marketing messages on social networks, according to the white paper.

“It is too easy to assume that the media consumers who 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. “This is a dangerous assumption to make in a time when consumers are becoming increasingly aware of their level of control over their media experiences.”

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