• DigitalDealer-horizontal-Logo
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Contact Us
    • Get Updates
  • RESOURCES
    • Webinars
    • Downloads
  • NEWS
    • Auto Retail News
    • Digital Editions
    • Press Releases
    • Submit Editorial
    • Subscribe
  • .
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Get Updates
  • RESOURCES
    • Webinars
    • Downloads
  • NEWS
    • Auto Retail News
    • Digital Editions
    • Press Releases
    • Submit Editorial
    • Subscribe

DealerPoint: May 21-23, 2024
Conference & Expo:
October 8-10, 2024

REGISTER NOW EXHIBIT / INQUIRE
Q

NEWS:

Everyone
March 29, 2012

Study Reveals Why and How Consumers Connect with Brands Online

Posts:
Everyone
March 29, 2012

Study Reveals Why and How Consumers Connect with Brands Online

Latest research details the similarities between Facebook® marketing and email marketing

WALTHAM, MA – The reasons that consumers “Like” businesses and nonprofits on Facebook and subscribe to their mailing lists are very similar, according to a new study conducted by Constant Contact®, Inc. (NASDAQ: CTCT) and research firm Chadwick Martin Bailey.The study, which details the reasons why and how consumers “Like” pages on Facebook and subscribe to email lists, also revealed that consumers are more likely to opt in to receive communications from local businesses than national businesses in email and on Facebook.

“The parallels between email and social media marketing are strong because both are forms of permission marketing,” said Mark Schmulen, general manager of social media, Constant Contact. “Whether someone ‘Likes’ your page or ‘Opts-in’ to your newsletter, they are effectively giving you permission to communicate; one happens to be in the newsfeed and the other, in the inbox.  This study reveals the similarities behind ‘liking’ and subscribing as well as ‘unliking’ and unsubscribing.  The main reasons people unlike or unsubscribe have to do with relevancy and frequency.  Content isn’t king.  Relevant content is king.  Effective marketing is about earning your audience’s permission and delivering relevant and actionable content without being overly intrusive.  This data shows the importance of not just producing great, engaging content, but following best practices and finding the right balance between over-doing it and not communicating enough.”

 “While consumers decide to opt out of email and Facebook communications for very similar reasons, they also decide to opt in for similar reasons: to receive discounts and special offers,” said Kristen Garvey, vice president of marketing, Chadwick Martin Bailey.  “Consumers want great offers, and this is good news for marketers. Regardless of whether it comes through email or on Facebook, a great offer can be a front door to new business, and a really good opportunity to begin to build a long-term relationship with new customers.”

The study analyzed the behavior of 1,481 consumers ages 18 and older in the United States and revealed 10 key findings:
1) Producing content that is not relevant and over-communicating drives consumers to unlike and unsubscribe (tweet this)
2) Despite the widespread use of mobile devices, 84% of consumers primarily access email from their computers (tweet this)
3) While 30% of consumers access Facebook from a mobile device, 82% prefer their computers (tweet this)
4) The organization it is from and the subject line are the top reasons consumers open emails from a business or nonprofit (tweet this)
5) Lack of interest and over-sending are the top two reasons consumers do not open emails from a business or nonprofit (tweet this)
6) The top reason consumers subscribe to a business’s email list are to receive discounts and special offers (tweet this)
7) Consumers primarily “Like” Facebook pages for discounts and promotions (tweet this)
8) Consumers decide to opt in to email and Facebook for similar reasons (tweet this)
9) Over-emailing and irrelevant content are the top reasons consumers unsubscribe from email lists (tweet this)
10) A quarter of consumers prefer to opt in to local businesses over national businesses via email and Facebook (tweet this)

“Small businesses clearly have the edge over larger organizations.  By comparison, small business owners excel at customer experience and building lasting relationships. That personal touch translates exceptionally well through engagement marketing practices, including both email and social media,” said Schmulen.  “Relationships are the cornerstone of any business, and they are one of the top reasons that emails get opened. Additionally, a quarter of respondents indicated that they prefer to opt in to local businesses via email and Facebook over national businesses because of the personal relationships that they have with the organization.”

Resources
– Read and download the full report at:http://conta.cc/GKHRsD
– Why & How Consumers “Like” and Subscribe [INFOGRAPHIC]: http://conta.cc/GHUvsR
– Read and download Constant Contact and Chadwick Martin Bailey’s previous reports:
– 10 Facts About Consumer Behavior on Facebook:http://conta.cc/oah0eJ
– 10 Facts About Consumer Behavior on Twitter:http;//conta.cc/GCi4EU

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables.

About Constant Contact, Inc.
Constant Contact is revolutionizing the success formula for small organizations through affordable, easy-to-use Engagement Marketing? tools that help create and grow customer relationships.  More than half a million small businesses, nonprofits, and associations worldwide rely on Constant Contact to drive ongoing customer dialogs through email marketing, social media marketing, event marketing, and online surveys.  All Constant Contact products come with unrivaled KnowHow, education, and free coaching with a personal touch, including award-winning customer support. 

Constant Contact and the Constant Contact Logo are registered trademarks of Constant Contact, Inc. All Constant Contact product names and other brand names mentioned herein are trademarks or registered trademarks of Constant Contact, Inc. All other company and product names may be trademarks or service marks of their respective owners.

Everyone

SHARE

Share on Email
Share on Linkedin
Share on Facebook
Share on Pinterest
Share on Twitter
← Previous Article Next Article →
Posts Dealer/GM News

New Research Reveals Age and Gender Differences in Vehicle Add-On Purchases

When consumers purchase cars at an auto dealer, they often buy supplemental products and services called voluntary protection products (VPPs). These provide additional coverage and protection for certain vehicle components or services not covered by
Posts Dealer/GM News

Nearly 4,000 Car Dealers Ask President Biden to Slow Down EV Push

Car dealers are asking President Joe Biden to “tap the brakes” in his administration’s electric vehicle (EV) push. A total of 3,882 franchised car dealers the U.S., calling themselves the EV Voice of the Customer, published the letter on No
Posts Dealer/GM News

New Research Reveals Age and Gender Differences in Vehicle Add-On Purchases

When consumers purchase cars at an auto dealer, they often buy supplemental products and services called voluntary protection products (VPPs). These provide additional coverage and protection for certain vehicle components or services not covered by
Posts Data & Analytics

Digital Retailing Continues to Grow at Auto Dealerships

A recent report found car dealers offering consumers the ability to do a deal online has grown to 40% in the last year—but an urgent need to cutdown on repetitive steps happening in the showroom. Nearly all car dealers currently using digital retai
Posts Dealer/GM News

Ciocca Agrees to Purchase 10 More Pennsylvania Dealerships

The Ciocca Dealership group is growing its holdings in Pennsylvania. The agreement has Ciocca purchasing Apple Automotive, the automotive division of York County, Pa- based Stewart Companies. Terms of the deal was not disclosed, with the final transa
Posts Dealer/GM News

Mercedes Launches First Charging Hub in U.S.

Mercedes-Benz is offering a change to the way Americans charge their vehicles in the same way Starbucks altered the routine of getting a cup of coffee. Mercedes, in a joint venture with MN8 Energy to launch a network of premium electric vehicle (EV)
Posts Digital DealerEveryone

Digital Dealer Unveils New Branding & Announces Launch of DealerPoint, Offering Targeted Networking and Driving Innovation

Digital Dealer has revealed its new branding and announced the launch of DealerPoint, a dynamic addition to its event portfolio.   This unveiling of the refreshed logos marks a symbolic step forward for Digital Dealer, aligning with its commitment
Posts Dealer/GM News

Hyundai Dealers Will Be the First to Sell Cars Through Amazon Platforms

Amazon is getting into the (virtual) car dealership business. At the Los Angeles Auto Show Nov. 16, the Seattle-based online behemoth announced auto dealers for the first time will be able to sell vehicles on Amazon’s U.S. store in 2024—with Hyun

NEWSLETTER

SUBSCRIBE

DEALER MAGAZINE

Dealer Magazine March/April 2023 Issue Featuring an Interview with NADA 2023 Chairman
MAGAZINE

Explore All Our Brands

FOLLOW US ON

  • Follow
  • Follow
  • Follow
  • Follow
  • Follow
© 2023 Emerald X, LLC. All Rights Reserved.

ABOUT    CAREERS    AUTHORIZED SERVICE PROVIDERS   DO NOT SELL MY PERSONAL INFORMATION   TERMS OF USE   PRIVACY POLICY