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by Kristina Knight
Think it doesn’t matter at what point you receive a consumer’s email address? Think again. A new report from ExactTarget, the Email Marketers Club and the Center for Media Design at Ball State University says collecting an email address at the right time is crucial to building customer loyalty.
So, just when should email addresses be collected? At the highest engagement level, and most times this is at the point of purchase or while consumers are beginning to shop your site. According to the report, collecting email addresses at this time or while consumers are shopping in a brick-and-mortar store have a 60% better chance at keeping a consumer interested.
by Kristina Knight
Don’t flip that remote just yet. Online video may be a hot commodity but marketers shouldn’t count out television advertising, especially as part of a cross promotional campaign. According to a recent report from the Council for Research Excellence (CRE) by Ball State University’s Center for Media Design (CMD) and Sequent Partners young baby boomers are still consuming most of their weekly video from television sources.
Young Internet users may be more likely than others to hang out on social networks, but is it really the place to market to them? Not necessarily, according to joint research by ExactTarget and Ball State University.
Internet users, aged between 18 and 34, are more likely to be influenced by email messages and direct mail than they are marketing on social networks, found the joint research.
“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, insight and research, 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.” Read the rest of this entry »