Monday, September 13, 2010

Subscriber, Fan or Follower: Who's Most Likely to Buy? - MarketingVOX

Subscriber, Fan or Follower: Who's Most Likely to Buy? - MarketingVOX

Bottom line, it concludes, e-mail is the most likely to drive increased purchase intent among the largest number of online consumers. Facebook, by contrast, is the least effective channel to drive purchase behavior. That's because consumers generally become fans of a brand in real life before they become fans on Facebook - in other words, they're already purchasing from and endorsing their fanned brands. Finally, Twitter is the channel most likely to drive increased purchases and recommendations after a consumer chooses to become a follower.

I find this kind of analysis extremely helpful in informing me as to what to think about when evaluating different marketing channels. Take with a grain of salt since the people behind the report are primarily in the email business but their research seems to be right on target.

The report is available with an email address from ExactTarget.

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posted by Barbara 'webmama' Coll @ 2:02 PM     Permanent Link