Marketers are not typical consumers: They're more likely than other online consumers to explore new digital environments, own a smartphone, and use various digital media frequently. Consequently, marketers can lose touch with the people they're trying to reach, according to a study by ExactTarget.
Below, additional findings from ExactTarget's new "Subscribers, Fans, and Followers" study titled "Marketers From Mars," which polled online consumers and marketers about their use of digital media.
Basic Online Behaviors
In its report, ExactTarget defines three segments of digital users in the US:
- Subscribers: Online consumers who receive at least one permission-based email a day.
- Fans: Online consumers with an active Facebook account who have become a fan (i.e., "liked") at least one company or brand on Facebook.
- Followers: Online consumers with an active Twitter profile who "follow" at least one company or brand on Twitter.