Exclusive Research Helps Marketers Use Email + Facebook + Twitter
Are you giving your customers what they want when it comes to email, Facebook, & Twitter? ExactTarget's ground-breaking research series, SUBSCRIBERS, FANS, & FOLLOWERS, will help you use these channels to your advantage - in real time, with real results for your business. Learn how to regain control with each of these exclusive research reports.
2013 Executive Summary
Does your global strategy reflect the cultural preferences of online consumers from one country to the next?
Marketers From Mars
See how marketers’ digital behaviors and preferences differ from the average consumer in Marketers from Mars.
The Digital Café
Learn about the unique online habits and behaviors of French consumers in The Digital Café.
The Digital Republic
Get insights into how German consumers utilize email, Facebook, and Twitter in The Digital Republic.
The Digital Carnival
The Digital Carnival provides marketers an overview of how Brazilian online consumers interact with brands on email, Facebook, and Twitter.
Retail Touchpoints Optimized
Take an in-depth look at the interactive marketing practices of the fastest growing retailers in the US.
Digital Down Under
Digital Down Under provides marketers with an overview of email, Facebook and Twitter consumption of online Australian consumers.
The 2012 Channel Preference Survey
Find out how consumer communication preferences vary depending on message content.
The Social Break-Up UK
In The Social Break-Up UK, we provide insight into the reasons consumers in the UK terminate brand relationships across email, Facebook and Twitter.
The Digital Kingdom
The United States and the United Kingdom share historical ties, a common language, and countless other similarities. What about online behavior?
The Meaning of Like
Since the beginning of time, scholars and philosophers have searched for the meaning of life.
Mobile Dependence Day
In Mobile Dependence Day, we explore the growth of the mobile market, consumers' increasing dependence on smartphones, and the impact of smartphones on Email, Facebook, and Twitter.
The Social Break-Up
The Social Break-Up explores consumers' motivations and actions as they end their online brand relationships, and provides valuable tips for keeping the romance alive after the social "honeymoon" is over.
2010 Executive Summary
We take more than 100 pages of our social media research and boil it down into the digestible insights you must know to build integrated, cross-channel campaigns.
In Social Mythbusting, we'll revisit the data from our first six SUBSCRIBERS, FANS, & FOLLOWERS research reports in order to deny, debunk, and deliver the answers you need to build a strategy based on the truth - not just commonly-held assumptions.
The Collaborative Future
In The Collaborative Future, we'll turn common assumptions about channel competition on their head so you can develop a tightly integrated strategy that combines - not isolates - the powerful strengths of these channels.
Facebook X-Factors will expose Facebook's five unique characteristics so you can develop an ROI-boosting strategy specific to this channel.
Twitter X-Factors will expose how Twitter can greatly impact your brand's bottom line by revealing its x-factors.
The Social Profile
In The Social Profile, we introduce 12 distinct consumer personas so you can get to know your audience based on personalities, not just age, gender, or other demographics.
Email still works when it comes to marketing communications, and in this report, we'll reveal why by exposing its x-factors - the characteristics that set email apart from any other interactive channel.
“Subscribers, Fans, & Followers sets the record straight on the realities of
social driven interaction between companies and their customers.”
Principal, Marketing Research & Education,
Recovering attorney turned professional marketer, Jeff Rohrs, ExactTarget's Vice President of Marketing, began his email marketing career as President of Optiem, a digital marketing agency based in Cleveland, Ohio, and one of ExactTarget's original Reseller Partners. Since joining ExactTarget, Jeff has spearheaded the Reseller Program and guided interactive marketing efforts through websites, blogs, and social networks.
Jeff currently helps direct ExactTarget's Marketing Research & Education team and ponders how the digital marketing evolution will impact companies and consumers alike. He acts as a steward for ExactTarget's thought leadership, speaking at industry events about how the digital marketing world is evolving.
CEO & Founder,
Morgan Stewart began his email marketing journey in 1999 when he managed the development of Pampers websites and email marketing programs across the U.S., Western Europe, and South America. Morgan came to ExactTarget in 2004 to launch ExactTarget's strategic consulting group, which he managed for more than 3 years. His true interests lie in demographics and studying how consumers interact with brands.
Considered one of the industry's thought leaders in interactive marketing research, Morgan now serves as the CEO and Co-Founder of Trendline Interactive, an interactive agency aimed at helping marketers successfully communicate across all channels. Morgan is also a regular columnist for Mediapost's Email Insider and frequently appears in industry publications such as BtoB Magazine, DM News, and MarketingSherpa. His work has also been featured in national publications including Fortune, Forbes, and Newsweek.
Senior Manager Content Marketing & Research,
He is the author of three critically acclaimed books, Twitter Marketing for Dummies (2nd ed), Branding Yourself (2nd ed), and Social CRM. Prior to ExactTarget, Kyle co-founded a marketing technology company, helping over 350 clients build and deliver digital marketing experiences. You can follow him on Twitter at @kyleplacy or visit his blog at KyleLacy.com.
“It's important, easy-to-understand,
The SUBSCRIBERS, FANS, & FOLLOWERS study was inspired by the three simple tenets of ExactTarget's SUBSCRIBERS RULE! philosophy:
• Serve the individual customer
• Honor his or her unique communication preferences
• Deliver timely, relevant content that will improve lives
In order to live by this philosophy, you have to understand who your customers are, what they're doing, and why they're doing those things. Social media is rapidly changing the ways consumers can engage with brands online. And although a lot of research has been conducted on what consumers are doing with social media, why they're doing those things has largely been a matter of speculation.
The SUBSCRIBERS, FANS, & FOLLOWERS study is an in-depth look at how consumers engage with brands through three of the most talked about online channels - Email, Facebook, and Twitter. The study addresses three core questions related to these channels:
• What motivates consumers to engage with brands through these channels? What are they looking for? And what do they expect?
• What makes each channel unique?
• How do these channels compliment and/or compete with each other?
To do this, we start with the premise that consumers should have the first say about which questions are most appropriate on a survey. Our studies consist of two distinct phases - a qualitative study in Phase I followed by a quantitative study in Phase II.
Details for 2010 Studies SFF #1 through SFF #7 and the 2010 Executive Summary
Phase I was conducted in March 2010, and we invited 44 people to participate in three different types of focus groups - a moderated 3-day online discussion board, 90-minute real-time chat room discussions, and 90-minute video focus groups using webcams. These sessions focused on the motivations consumers have for engaging with companies via Email, Facebook, and Twitter as well as the strengths and weaknesses of each.
Phase II consisted of a survey fielded from April 9, 2010 through April 13, 2010. The survey addressed key themes heard during the focus groups in order to quantify the sentiments expressed therein. The survey was fielded through a MarketTools TrueSample™ online panel and completed by 1,506 U.S. respondents, aged 15 and older, and stratified by age so that each age bracket contained no less than 200 responses. Responses are weighted by age and gender according to U.S. Census Bureau population estimates and Pew Internet Project's online activity data to reflect the online U.S. consumer population.
Details for SFF #8: The Social Breakup
Phase I was conducted in October 2010 and we included 27 people to participate in two separate 3-day moderated online discussion boards. These sessions built on the focus groups conducted in March 2010 by again asking what motivates consumers to engaging with companies via Email, Facebook, and Twitter, and then focusing on the circumstances surrounding their decision to disengage with brands through each of these three channels. Focus group transcripts were then coded to identify key themes and representative quotes were selected to be included in the whitepaper.
Phase II consisted of a survey fielded from December 17 to January 10, 2011. The survey addressed key themes heard during the focus groups in order to quantify the sentiments expressed therein. Responses from 1,561 U.S. online consumers were collected using MarketTools TrueSample online panel. Respondents were 15 and older, and stratified by age. Responses are weighted by age and gender according to U.S. Census Bureau population estimates and Pew Internet Project's online activity data to reflect the online U.S. consumer population.
Details for SFF #9 and #10: Mobile Dependence Day and The Meaning of Like
Phase I (conducted in May 2011) included 45 individuals who participated in a three-day moderated online discussion board regarding various aspects of cross-channel marketing interactions. These sessions built on the focus groups conducted in March 2010 and October 2010. Focus group results gave direction to the nationwide survey by identifying the broad concepts that merit additional exploration. They also helped to eliminate any pre-existing biases or assumptions we might have as media-savvy marketing professionals, and instead focus our attention on the broader consumer experience.
Phase II consisted of an online survey conducted in June 2011. The survey addressed key themes heard during the focus groups in order to drill down and quantify the sentiments expressed. A total of 1,427 respondents completed the survey, including 207 teens (aged 15-17). Responses were weighted by age and gender according to US Census Bureau population estimates and Pew Internet Project's online activity data to reflect the online US consumer population.
Details for SFF #11 through SFF #13: Digital Kingdom, The Social Breakup UK, The Social Profile UK
The Digital Kingdom serves as the first SUBSCRIBERS, FANS, & FOLLOWERS research conducted exclusively in the UK. It parallels the process, methodology and aim of the US SFF research, but with a mind on UK consumers.
Phase I (conducted in August 2011) included 35 individuals across the UK, who participated in three-day moderated online discussion boards segmented into four age groups (15-17, 18-24, 25-35, and 36+). The principle emphasis of the discussion boards was to identify key trends, behaviors and attitudes regarding various aspects of cross-channel marketing interactions, particularly as they relate to email, Facebook and Twitter as three of the most popular communication channels presently. These online discussion boards served to direct the course and content of the nationwide survey by identifying the broad concepts that merit additional exploration. This approach guards our research from relying on any pre-existing biases or assumptions we might have from the US research and culture and as media-savvy marketing professionals. Instead, the focus groups narrowed our attention on the broader consumer experience within the UK specifically.
Phase II consisted of a nationwide online survey conducted in September 2011. The survey addressed key themes heard during the online discussion boards in order to quantify the sentiments expressed. A total of 1,508 respondents completed the survey. Responses were weighted by age and gender according to the UK's Office of National Statistics population estimates and internet users from Q2 2011 in order to reflect the online consumer population.
Details for SFF #14: 2012 Channel Preferences Survey
Data for the 2012 Channel Preferences Survey was collected through MarketTools TrueSampleâ„¢ panel of consumers. A total of 1,481 respondents completed the survey between January 27, 2012 and February 1, 2012. The sample was stratified by age across seven age groups (15-17, 18-24, 25-34, 35-44, 45-54, 55-64, and 65+) to have a representative sample across each. Responses were then weighted by age and gender according to US Census Bureau population estimates and Pew Internet Project's online activity data to reflect the online US consumer population. For respondents 15-17 years of age, an invitation was sent to parents with teenage children living in the home asking them to have their teenage children respond.
In order to manage length and accommodate all of the questions included in this survey, two tracks were created. All 1,481 respondents answered questions about overall internet usage, devices owned, personal communication habits, permission, and purchase behavior related to marketing. The margin of error for these questions is +/- 3%. Track 1 (n=690) has a +/- 4% margin of error and addressed the general "acceptability" of different marketing tactics through various channels. Track 2 (n=791) respondents were asked to indicate which channel companies use to send them various types of information. The margin of error for these questions is also =/- 4%. Each of the two tracks addressed different scenarios presented in this paper.
Details for SFF #15: Digital Down Under
Digital Down Under serves as the first SUBSCRIBERS, FANS, & FOLLOWERS research conducted exclusively in Australia. Catapulting from the first SUBSCRIBERS, FANS, & FOLLOWERS international study conducted in the UK (SFF #11 through SFF #13), ExactTarget set out to conduct research with a wider global reach that parallels the process, methodology, and aim of the existing UK and US research.
Details for SFF #16: Retail Touchpoints Exposed!
Retail Touchpoints Exposed! is the first SUBSCRIBERS, FANS, & FOLLOWERS research conducted exclusively on retail stores. Instead of relying on consumer surveys, this report is based on our primary analysis of consumer reengagement practices at the 100 fastest-growing US retailers as listed in the National Retail Federation's STORES 2011 Hot 100 Retailers Report.
Phase I (conducted in March 2012) was an experiential phase where our research team visited the websites and at least one physical store (where applicable) of each of the Hot 100 Retailers in order to document signage and other calls-to-action; interact with in-store sales staff; monitor communications through email, mobile, and social channels; and purchase products to monitor receipts, shipping, and other post-purchase messaging. In total, 95 brick and mortar stores were visited and all 100 websites were included in the research. Only 72 websites, however, were eCommerce-enabled sites.
Phase II (conducted in March and April 2012) tracked the retailer's brand communications and engagement across email, mobile, and social channels for a period of 30 days. The results were compiled and analyzed to provide a portrait of the Hot 100 Retailer's engagement with consumers.
Details for SFF #17: The Digital Carnival
The Digital Carnival serves as the first SUBSCRIBERS, FANS, & FOLLOWERS research conducted exclusively in Brazil and parallels the process, methodology, and aim of the US, UK, and Australia SFF research.
The SFF Brazil online survey was launched in April 2012 and was intended to benchmark online consumersâ€™ behaviors and sentiments nationwide. A total of 1,022 respondents completed the survey. Respondents were weighted by age and gender, according to the US Census Bureau's International Database for Brazil and internet usage from Comite Gestor da Internet no Brasil, in order to reflect the online Brazilian consumer population accurately.
Details for SFF #18: The Digital Republic
Continuing the global wave of SUBSCRIBERS, FANS, & FOLLOWERS research, ExactTarget conducted its first benchmark research in Germany. The Digital Republic serves as the first SUBSCRIBERS, FANS, & FOLLOWERS research conducted exclusively in Germany and parallels the process, methodology, and aim of the US, UK, Australia, and Brazil SFF research.
The SFF Germany online survey was launched in June 2012 and was intended to benchmark the behaviors and sentiments of online consumers (18+) nationwide. A total of 1,292 respondents completed the survey. Responses were weighted by age and gender based on the US Census Bureau's International Database for Germany and internet usage from Statistisches Bundesamt, Wiesbaden (2012) to reflect the online German consumer population accurately.
Details for SFF #19:The Digital Cafe
The Digital Cafe serves as the first SUBSCRIBERS, FANS, & FOLLOWERS research conducted exclusively in France and parallels the process, methodology, and aim of SUBSCRIBERS, FANS, & FOLLOWERS research already conducted in the US, UK, Australia, Brazil, and Germany.
The SUBSCRIBERS, FANS, & FOLLOWERS France online survey was conducted in August 2012. Respondents were recruited using Survey Monkey Audience services, formerly MarketTools TrueSample. In total, a stratified sample of 1,548 respondents completed the survey, consisting of no fewer than 200 respondents across six age brackets. Of respondents who passed initial screeners to fill this stratified sample, 91% completed the 40+ question survey. In addition, 29 respondents were screened out because they failed internal validity tests.
Responses were then weighted by age and gender based on the US Census Bureau's International Database for France and by internet usage according to United Nations Economic Commission from Europe (2011) to reflect the online French population and loaded into SPSS for final analysis.
Details for SFF #20: Marketers From Mars
Marketers From Mars serves as the first SUBSCRIBERS, FANS, & FOLLOWERS research conducted concurrently about consumers and marketers, paralleling the process, methodology, and aim of prior SFF research.
The Personal Internet and Mobile Usage Survey was launched in September 2012 to benchmark online behaviors in consumers and marketers. A total of 1,201 consumers and 411 marketers responded to this survey. Consumer responses were weighted by age and gender based on the 2010 US Census Bureau population estimates and Pew Internet Project's online activity data to reflect the online US consumer population. Marketer responses were not weighted. Of the 411 marketers, 62 respondents were recruited from Twitter via industry leaders, and 349 respondents were recruited from marketing-specific email lists.
The SUBSCRIBERS, FANS, & FOLLOWERS Australia online survey launched nationwide in March 2012 in order to survey the landscape of consumers' online behaviors and sentiments. A total of 1,229 respondents, age 18 and older, completed the survey. Responses were weighted by age and gender in order to reflect the online Australia consumer population.
If you have additional questions about this study's methodology, email email@example.com.
“It's the best collection of social insights
produced to date.” - Jay Baer, Co-Author of
THE NOW REVOLUTION