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ExactTarget, which provides on-demand e-mail and one-to-one marketing solutions, and Ball State University’s Center for Media Design have released a white paper that delves into the media usage habits and marketing preferences of six consumer segments.
The report, “Messaging Behaviors, Preferences and Personas,” looks at wired consumers, young homemakers, retired consumers, college students, teens and established professionals. Some of the key findings:
-20% of wired consumers have signed up to receive marketing communications via SMS, but they want these messages limited to urgent customer service issues.
-More than 50% of young homemakers use social networks and SMS during the day, but they prefer to be marketed to via direct mail and e-mail.
-College students consider SMS and social networks off-limits for marketers.
-Teens are more social network-oriented than any other group, but for marketing, they are more likely to respond to direct mail, followed by e-mail SMS and then social network sites.
According to ExactTarget director of research and strategy Morgan Stewart, the goal of the white paper is to “help marketers develop subscriber profiles and create effective one-to-one communications targeted to each individual subscriber.”
The white paper is available for download here.