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Companies have tried all sorts of stuff to get young people’s attention, and one of the main approaches involves fitting in. They put ads in popular hangouts, hire “hot” spokespeople, and so on. But it looks like companies might be better off using email advertising instead of invading social networks.
Like commercials on TV versus calls from a telemarketer, advertising on social networks seems to cross a line. ExactTarget and Ball State University’s Center for Media Design conducted a study on the matter, and Mike Bloxham, the Center’s director of insight and research, stated, “One of the key findings in this research is that 18- to 34-year-olds claim they are more likely to be influenced to make purchases based on e-mail marketing messages and direct mail than marketing messages on social networks.” Read the rest of this entry »