Finding the Right Channel Combination: What Drives Channel Choice

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Marketing By The Numbers  
The meteoric rise of Facebook may make for a good Hollywood movie script, but savvy marketers know the reality of today's marketplace is as follows: For the receipt of marketing communications, consumers continue to rely on proven sources such as brochures, flyers, newspapers, friends and family as they gradually start to integrate new sources that include online forums, blogs and mobile.
 
Six years after the launch of Facebook, North American consumers in the valued 18-34 year-old demographic prefer by a wide margin to learn about marketing offers via postal mail and newspapers rather than online sources such as social media platforms, according to national survey research from ICOM, a division of Epsilon Targeting.

 

Key findings include:

  • 36% of US respondents in 2010 said information is more private if sent through the mail vs. email or online, up from 29% in 2008; corresponding responses in Canada were 38% and 35%
  • 25% of US respondents in 2010 said a lot of online information can’t be trusted, up from 19% in 2008; corresponding responses in Canada were 28% and 24%
  • 20% of US respondents in 2010 said they trust information received by mail more than online, up from 12% in 2008; corresponding responses in Canada were 25% and 18%.

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