Business Wire: Study Finds 18 to 34-Year-Olds More Influenced by Email and Direct Mail Than Marketing Messages via Social Networks
“It is too easy to assume that the media consumers choose for their own news, information and entertainment are, by default, the best media to use for marketing messages. This is a dangerous assumption to make in a time when consumers are becoming increasingly aware of their level of control over their media experiences.”
The study is clearly intended to support Exact Target (an ESP), but much of it still rings true.
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