Digital Tactics for Reaching Young Adults

eMarketer
October 28, 2008

Social network ads can seem intrusive.

Dave’s Comments (Digital Marketing Tutorial Blog): As this article points out nicely, you can reach young adults by advertising on their favorite forms of communicating with each other, but you might not be too happy with the results! A really interesting read!

“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.”

“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.”

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“The researchers noted that college students were particularly spam-savvy and believed private communications such as SMS and social networks were off-limits for marketers.”

Read the entire article on eMarketer.com.