ChoiceStream

Multichannel campaigns will find greater success when marketers are aware of consumer preferences and behaviors. According to a new survey, choice and permission are key. Just 32% of marketing decision-makers surveyed in July 2009 said they knew how their customers behaved across channels, and only 37% were aware of consumers’ channel preferences. In June, ExactTarget found in its “2009 Channel Preferences Survey” that Americans’ opinions about permission marketing were changing. Respondents’ preference for e-mail and text messaging was greater than the year before, and direct mail was losing ground fast. Read the full article