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How they want it, when they want it

Forbes, 7/8/08

Abstract:

According to a June study by the Aite Group, a Boston-based consumer-research firm, savvy marketers should take into account not just simple demographic data, such as age and gender, but two other key variables: 1) the medium over which they convey their messages and 2) the audience's general urge to consume.

Aite polled 500 consumers--260 females and 240 males--to determine how receptive they were to receiving marketing offers through e-mails, at ATMs, on cellphones and via other online methods (such as when accessing bank, credit-card or retail-store accounts). Aite concentrates primarily on the financial-services industry, but the results are telling for marketers in other industries too.

Of those surveyed, 45% said they'd be "interested" in receiving offers through e-mail; 25% said the same thing about getting online offers when checking accounts; ATM pitches appealed to 23%; and just 14% were intrigued by cellphone barrages. (The percentages do not add up to 100% because some of the same respondents indicated interest in multiple marketing approaches.)

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