Although marketers are eager to build up social media, blogs, and mobile outlets, email holds more sway in the purchasing process, according to a recent report by the Economist Intelligence Unit and Lyris.

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.

Below, key findings.

Email Preferred Over Social, Blogs

  • Consumers like social media for promotions (62%), but they predominantly prefer to learn about products via company websites (51%), email (19%), and independent websites (19%).
  • Even for younger consumers surveyed, those age 20-30, email ranked second (19%) behind company websites (48%) as the preferred way to engage with a brand—far ahead of social media sites (5%) and blogs (2%). 

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji