Digital Tactics for Reaching Young Adults - eMarketer: "Digital Tactics for Reaching Young Adults
OCTOBER 28, 2008
Social network ads can seem intrusive.
Responding young adults in the US said e-mail and direct mail were bigger influencers on their purchasing decisions than social networks, according to recently released data from an ExactTarget-sponsored survey conducted by the Ball State University Center for Media Design.
Mike Bloxham, research director at Ball State, noted in a statement that just because 18-to-34-year-olds like to spend time on social networks does not mean advertisers should try to reach them there.
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“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,” Mr. Bloxham said."