The 2012 Channel Preference Survey (PDF) - Prisa Digital
The 2012 Channel Preference Survey (PDF) - Prisa Digital
The 2012 Channel Preference Survey (PDF) - Prisa Digital
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DEAR READERS,<br />
Four years ago, the research team at ExactTarget embarked on a mission to discover how consumers’<br />
communications preferences were changing in the face of emerging mobile and social technologies. Our<br />
resulting 2008 <strong>Channel</strong> <strong>Preference</strong> <strong>Survey</strong> documented the growing fragmentation of personal communications<br />
across multiple devices and set to rest any notion that direct mail or email were at death’s door. In fact, we<br />
found that both were consumers’ most preferred channels for marketing communications.<br />
Flash forward to today’s “Post-PC Era,” and consumers are inundated with even more devices and<br />
direct communications channels than ever. While our ongoing research series, SUBSCRIBERS, FANS, &<br />
FOLLOWERS, has looked at what consumers want from brands through email, Facebook, and Twitter, we<br />
realized that it was time to revisit their broader marketing channel preferences to see whether they had<br />
changed since 2008 and, if so, what those changes mean to today’s marketing professionals.<br />
With that, we thank you for reading SUBSCRIBERS, FANS, & FOLLOWERS #14: <strong>The</strong> <strong>2012</strong> <strong>Channel</strong> <strong>Preference</strong><br />
<strong>Survey</strong> and hope it will help you navigate the fragmented messaging channel landscape while also inspiring<br />
new strategies to serve today’s empowered consumers.<br />
Sincerely,<br />
Jeffrey K. Rohrs<br />
VP, Marketing Research & Education<br />
jrohrs@ExactTarget.com<br />
@jkrohrs<br />
© <strong>2012</strong> ExactTarget | www.ExactTarget.com/SFF 3
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