7 Insane Facts Around Consumer Purchasing and #Mobile

For the past three years, our SUBSCRIBERS, FANS, & FOLLOWERS research series has taken an in-depth look at consumer preferences as they relate to email, mobile, and social channels. This time, however, we decided to turn the tables—to look in the mirror at our marketing peers. Are there channels that marketers use disproportionately more or less than consumers? Are we more permissive with technology in our own homes? Are we less concerned about the privacy implications of marketing today? Have all our years as early adopters—internet explorers, if you will—impeded our ability to relate to regular people?

In Marketers From Mars, the 20th report in our ongoing SUBSCRIBERS, FANS, & FOLLOWERS series, we tackle these questions—and more—thanks to the results of our first-ever, side-by-side study of marketers and consumers. This report provides a unique opportunity to reflect on what it means to be a marketer today, as well as why it’s critical that marketers avoid focus groups of one.

One of the questions asked of marketers and consumers:

Have you ever made a purchase as the direct result of a marketing message you received through the following channels?

What we found was somewhat staggering. 

  1. 56% of consumers with smartphones have made a purchase via a marketing message delivered by email. This should be extremely important to any email or mobile marketer. Regardless of whether you decide to embrace a cross channel strategy, mobile adoption affects other elements of your campaigns - especially email.
  2. 42% of consumers without a smartphones have made a purchase via email. Review and analyze your data. Do you need to focus on a mobile website, mobile application or SMS campaign. Just because a consumer uses a feature phone instead of a smartphone does not mean they aren't using other digital channels. 
  3. 31% of consumers with a smartphone have purchased a product via a marketing message on Facebook. It is no surprise that consumers with smartphones are more likely to be influenced by content on Facebook to buy a product. 
  4. 17% of consumers with smartphones have made a purchase as a direct result of Twitter. This stat plays into the same concepts as #1. It is imperative that landing pages, websites, and links leading from Twitter are fully optimized. We know that smartphone users prefer Facebook and Twitter.
  5. 44% of consumers who own a smartphone are pretty big fans of deal sites. It is imperative that coupons are mobile-enabled in order to give the user a seamless experience from email, deal site, coupon, and redemption. 
  6. 51% of consumers with smartphones have made a purchase as a direct results of a direct mail campaign. Say that five times fast. Direct mail is here to stay. 
  7. 81% of marketers have made a purchase as a direct result of direct mail. Talk about crazy! Aren't we (marketers) the ones that tend to downplay direct mail as a dying medium? 

Looking at the stats, there are a couple of things to remember:

Email is a well-established online channel where consumers and marketers have a stable relationship, valuing quality over quantity. Based on the differences between marketer and consumer email usage, there are several opportunities for streamlining and improving marketing email messaging and timing.
Facebook is a widely-utilized interactive community, but the rules and cultures are still developing. It’s a channel to experiment with, deliver playful and entertaining messages, and try out new strategies. Consumers spend a great deal of time on Facebook for socializing, so marketers should make sure messages match that tone.
Twitter is a much newer online "frontier" with much of its identity still in flux. Its developing stages are the perfect time for experimentation, and its fast pace means marketers can see results—both positive and negative—very quickly. While more and more people continue to adopt Twitter, using it is still far from mainstream.
For more insights about the startling differences between marketers and consumers, check out the complete Marketers from Mars report.

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