In the buildup to the much anticipated Twitter public stock offering, marketing expert Jack Born weighs in on what this means for entrepreneurs, startups, and any business selling online.
SAINT AUGUSTINE, Fla., Oct. 30, 2013 /PRNewswire/ — A new study shows that high income online shoppers almost completely ignore social media marketing. But a third of high income shoppers say that email is the most important activity driving their online spending.
When 1,500 consumers nationwide were asked in a Google survey, "Which activity leads to most of your online spending?", 33.3% of consumers earning over $100,000 per year reported that email led to most of their online spending. In contrast, none of the high income consumers attributed Twitter (or Facebook) as leading to most of their online spending. And only 5.6% chose YouTube.
What's so significant about these results?
According to Jack Born, CEO of AW Pro Tools (http://awprotools.com), the Florida software company that funded the study, this information reflects that despite the exuberance and optimism surrounding Twitter's upcoming IPO that companies looking to reach affluent consumers would benefit from focusing on email communication first.
"There's no doubt that Facebook, YouTube, and even Twitter offer exciting advertising opportunities," says Jack Born, founder of several software companies. "But the winning strategy for entrepreneurs and Fortune 500 companies alike is to attract a base of raving fans that open, read, and click on the emails you send. Without a well thought out email strategy, money spent on any advertising is going to be much less effective. Especially if you want to attract high income clients."
Additionally, the study found that across all income levels every group except one chose email as the number one activity that led to most online spending. The exception was for the $50k to $75k income level consumer group where email was narrowly edged out by Facebook (12.2% for Facebook vs 11.4% for email)
"New startups and small businesses in particular have limited resources and it's critical to get the important communication channels right. If you focus on effective email marketing you can survive missing a few 'shiny object' opportunities and even make some major marketing mistakes and still succeed."
"It's absolutely critical for your emails to be a welcome sight in your market's email inbox. Email done properly can give you more attention and mindshare than trying to catch people while they're posting a tweet."
A summary of the survey results, complete with charts and additional expert insights can be found by visiting http://awprotools.com/twitter-ipo-study
About Jack Born:
Jack Born is the Founder and CEO of several software companies including AW Pro Tools (http://awprotools.com) and Boxshot King (http://www.boxshotking.com). His products help marketers increase sales and automate their marketing. Jack Born speaks throughout the country on marketing topics ranging from email best practices to business startup shortcuts. Jack Born is available for any and all media inquiries and interviews.
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904-270-9320