A recent study, cited below, has confirmed some tried and proven concepts, that a well-rounded approach to marketing is best.
The Economist Intelligence Unit and Lyris conducted a report, which concluded that marketers are eager to build up social media, blogs, and mobile outlets, but email holds more sway in the purchasing process.
The report, which was based on a pair of concurrent surveys of consumers and marketing executives in the US and UK, also found that gaps exist in marketers’ perceptions of how consumers want to engage with brands, what influences their purchase decisions, and how they view privacy.
Email Preferred Over Social, Blogs
About the research: The Economist Intelligence Unit conducted two concurrent surveys, sponsored by Lyris, in March 2013. One asked 409 consumers and the other 257 executives about the effectiveness of different marketing channels. The respondents were balanced evenly between the US and the UK.