ExactTarget posed this question during a recent research project developed to provide insight into how consumers interact with brands online. 

The study concluded with some interesting findings, including:

• 42% of U.S. internet users use Facebook daily (69% of which are FANS of one or more companies on Facebook)
• 88% of U.S internet users use email everyday (95% use it at least monthly)
• 93% of U.S internet users are subscribers (i.e. they have opted-in to receive permission-based emails) 
• 58% of online consumers check their email first
• 11% start their day by checking Facebook

Looking deeper, it turns out that how and where internet users start their online day can reveal a lot about how they typically interact with brands online - and what they ultimately want from those online interactions. 

TO SUMMARIZE:

Facebook-first consumers:

1. Tend to share more information online
2. Prefer that brands maintain a solid distinction between how they communicate via email vs. Facebook
3. Engage with brands for entertainment or to be 'in-the-know' regarding brands' activities
4. Tend to be younger - 43% of high school aged teens begin their day on Facebook (compared to 22% who start with email)

Email-first consumers:

1. Tend to more task-oriented online
2. Are more readily engaged through the use of deals, promotions or new product announcements
3. Less interested in providing feedback to brands on their products and services without an incentive to do so
4. Tend to be older

So what does this mean to you? Well, several things:

Skilled Coordination:  Marketers need to coordinate their Facebook and email strategies to ensure that they're maximizing their communication with their target audience. 

Messaging and Communication Balance:  Brands need to carefully balance their tone, engagement level and message to deliver their target audience with the savings, information, entertainment, deals etc. that appeal to them.

Both are "Keepers":  With 93% of online consumers 'subscribers' and 38% 'Likers' of brands on Facebook, both email and Facebook are powerful tools for connecting your brand to your target consumer.


Ultimately, national brands' (and their dealers, distributors and affiliates) have local advertising needs that could greatly benefit from carefully planned and researched integrated marketing plans.  Balihoo's local marketing automation and services solution (which includes Facebook and email - as well as TV, Direct Mail, POP, Radio, Display, Outdoor, Newspaper, Magazine, etc.) AND co-op functionality AND a professional media team can streamline the efforts of virtually any local business owner, product distributor, dealer, etc.

Optimizing your facebook and email effort is just the tip of the iceberg! Explore the possibilities by scheduling a demo today!