There was a pretty interesting article in a recent issue of The Circulator…and we felt it was very relevant to this blog’s content.
The article summarized a study conducted by Ball State University’s Center for Media Design in coordination with email provider ExactTarget. The study looked at marketing and communication preferences for a variety of different age groups, from 15-65.
The surprising part of the study was that a higher percentage of teens (age 15-17) were reported to be more influenced to buy something from direct mail (and email) than they were by advertising found on social media sites.
That stats were:
Direct Mail: 58% — Email: 42% — Social Media: 12%
Sites like MySpace and Facebook have enormous popularity with teens…and obviously social media advertising has its place in certain marketing plans because of it’s reach and cost effectiveness.
But when you go direct, especially with direct mail, the bottom line is you’ve got less competing for your prospect’s attention…and as a result, targeted messages get noticed more.