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Mobility Public Relations http://www.mobilitypr.com/blog/2008/10/24/weekend-reading-october-24/

Hold the presses: Email, not social networks, influence young buyers’ decisions. A new poll on internet marketing by ExactTarget has revealed that young adults (18-34) are more likely to shape their decisions based on information from direct and email marketing than they are via social networks.

Mike Bloxham, director of insight and research at Ball State University’s Center for Media Design, said that Internet marketing professionals should not assume that the media chosen by consumers to receive information is the best channel to transmit advertising.

“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,” he continued.

Chalk one up for email marketers, we suppose.

Using Twitter for more than just boring personal updates. More and more organizations are using Twitter to push messaging, talk to customers and “join the conversation.” The latest to join in is Make magazine (a personal favorite here at MoPR). According to Folio magazine, Make is using Twitter for customer service, providing information about magazine events and even offering exclusive deals for Twitter followers. The Make Twitter feed gives readers a personal direct line to the senior editor – who answers each Tweet himself.

Says the Folio piece, the Make editor reads, “…everything from subscription requests to changes of address which number 30-40 a day. With Twitter, users expect a response right away.”

Mobile phone usage increases but users still want easier access to information. Azuki Systems, Inc., announced the results of its first annual U.S. mobile phone user survey to profile trends and emerging behavior. More than 54 percent of those surveyed said their mobile phone usage had increased by more than 25 percent over the last two years, and one in five respondents said it had increased by more than 50 percent. A significant catalyst behind this growth is smart phone adoption, with 62 percent of respondents indicating they either own or will own such a device in the next 12 months.

Despite increased adoption, almost 80 percent of those surveyed said they wished it were easier to access information from the Internet on their mobile phones, and an equal percentage stated they wished it were easier to access rich media on their mobile phones. (We’re working on it!)

Surprisingly, older users are accessing the Web via smartphones more often than their younger peers. The 35 to 44 year-old crowd is spending 60 percent of their mobile usage time each week surfing the Web. Perhaps fueling a significant portion of this growth was iPhone adoption, which according to the survey results appeared strongest among 23 to 44 year-olds.

The survey results also proved good news for mobile advertisers. Almost 70 percent of mobile users surveyed would prefer mobile ads in exchange for free access to mobile content. Additionally, if their mobile phones had location tracking capabilities that would present them with promotions for local businesses, more than 65 percent say they would take advantage of this opportunity.

Cool campaign of the week. File JetBlue under “they get it.” Last week their gorgeous new terminal opened at John F. Kennedy International Airport (JFK). One way they promoted it was through a short-term WordPress blog called T508. Posts were all filed in one day, starting in the early morning, continuing through the afternoon and late into the night. Most posts were very short on copy and long on photos – photos of the lounge, restaurants, services, but most importantly of the people of JetBlue – and their customers. From a reader perspective it looked like one big, cool party. And if you were media and didn’t get the traditional press release [believe me, they promoted it through other outlets as well – we saw articles and news segments during the week] there’s a simple blurb and link that lets media get in touch.

Blogging doesn’t have to be a boring, corporate affair for organizations. It can be fun while being informative and supporting the brand. Kudos, JetBlue.

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Insight and Research at the Center for Media Design (CMD) has begun to receive quite a bit of attention from industry publications and mainstream media outlets in the last several years as a groundbreaking and reputable media research organization. This archive is only for educational purpose, if the content involved any copyright issue, please contact: Michelle Prieb: meprieb@bsu.edu
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