This afternoon eMarketer published a fascinating article based on research in ExactTarget’s “Subscribers, Fans and Followers” report.
The report highlights what many already know: That customers are listening to brands on multiple platforms. Knowing that, it’s important to present a united front in your brand’s communication and marketing strategies.
Most Internet users studied in April 2010 engaged with brands only via marketing emails, but nearly a third subscribed to emails in addition to being fans of brands on Facebook. The vast majority of social media fans or followers were also email subscribers.
Very interesting findings, no doubt. What this means, ultimately, is that there is less room for fragmentation in messaging. Your customers are getting your e-mail marketing messages, but they’re also a fan on Facebook.
This also means that there are greater opportunities to tailor offers and engagement efforts to individual platforms, knowing that your customers are on both. If you are looking to boost engagement on your Facebook page, tailor your efforts to put the spotlight on the Facebook page and incentivize customers to use it in the way that the company would like it to be used.
As always, eMarketer has condensed their findings into an easy-to-read infographic:
Looking specifically at social media, the report found that Twitter plays a specific role in how customers use social media to interact with brands:
Twitter appeals most to consumers who want to feel up to date and in the know, suggesting information about new products and services or other brand initiatives would be of interest.
I’m inclined to agree. Just look at Twitter’s latest eCommerce venture, EarlyBird (@EarlyBird) which brings “exclusive offers from Twitter’s select advertising partners” to more than 87,000 Twitter users, a number that is growing by 2,900+ every day.
Measurement tools exist to help companies determine the success/failure rate of their e-mail marketing efforts. This new information should help companies better tailor their messaging, and ensure that all of its social channels are singing the same tune.
Photo credit: Mohammad Jangda/Flickr
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