Zero Strategy

Young adults are more likely to base their purchasing decisions on information gathered from direct and email marketing than from social networks, new research reveals.


According to a survey conducted by internet marketing firm ExactTarget and Ball State University, 18 to 34-year-olds said email marketing is far more effective in persuading them to part with their cash compared to advertisement or marketing on social networks.

The report also found that 20 per cent of consumers with internet access have signed up to receive marketing communications via text messaging – far more than any other demographic.

However, these consumers said they only want to receive texts for urgent customer service issues such as financial alerts or travel updates.

Mike Bloxham, director of Insight and Research at Ball State University’s Center for Media Design, said: “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.

“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.”