With marketers engaging with consumers across multiple channels, messages must be tailored to resonate with audiences on email and social sites. But research suggests a look at simple demographics does not give a clear indication of how audiences differ; engagement in these channels is personal and depends more on psychographic characteristics.
According to ExactTarget’s “Subscribers, Fans and Followers” report, there is little cannibalization among the three channels—instead, there is significant overlap. 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.
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