Marketers are different.
If you’ve ever tried to convince your friends of the business value of Pinterest or struggled to get your family to listen as you exhault the virtues of a great campaign you just saw, you know what I’m talking about.
In the B2B world, this uncommon thirst for knowledge and desire to find the next big thing keeps the entire industry moving forward. But these differences become a problem if you are creating content and campaigns based on your own interests and habits. As Kyle Lacy of ExactTarget puts it, “marketers must avoid being a focus group of one.”
To help marketers avoid this personal bias and market to customers with great impact and accuracy, ExactTarget has released a new study, Marketers From Mars, focused on how marketers differ from our consumer counterparts in channel usage, opinions, and habits.
The key takeaways of the full report are summarized in the infographic below and are worth a look for any marketer looking to better understand their audience. Check it out!
Marketers from Mars Report #20 Infographic (Text Version)
You’re different. As a marketer working in today’s digital, fragmented, and cross-channel frontier, you take risks. You live on the bleeding edge of technology. You brave the wilds of new social networks and mobile apps before you even know what they plan to do with your data. In short, you are not the aberage consumer. You are an explorer of brave, new worlds.*
A Different Breed
How do marketers differ from consumers in how they subscribe, like, and follow brands?
- % who have liked at least one brand on Facebook: 86% marketers. 58% consumers.
- % who subscribe to at least one brand’s email: 98% marketers. 93% consumers.
- % who follow at least one brand on Twitter: 61% marketers. 12% consumers.
A Marketer’s Compass
How do marketers differ from consumers in what convinces them to buy?
Have you made a purchase as a result of a marketing message you received through the following channels?
- Email: 93% marketers. 56% consumers with smartphones. 42% consumers without smartphones.
- Facebook: 41% marketers. 31% consumers with smartphones. 4212 consumers without smartphones.
- Twitter: 25% marketers. 17% consumers with smartphones. 2% consumers without smartphones.
- Deal site: 74% marketers. 44% consumers with smartphones. 24% consumers without smartphones.
- Direct mail: 81% marketers. 51% consumers with smartphones. 42% consumers without smartphones.
90% of marketers own smartphones. 51% of consumers own smartphones.
How are marketers like consumers in terms of email, Facebook, and Twitter… and how are they different?
Marketers and consumers are similar in:
- Appreciating a good deal: 74% of marketers and 73% of consumers subscribe to receive coupons and discount codes in their inboxes.
- Their digital mornings: both marketers (76%) and consumers (69%) have email as their first online check of the day.
- Socializing: of active Facebook users, 81% of marketers and 66% of consumers use Facebook to stay on top of their social lives.
- Looking for a deal: both marketers (7%) and consumers (12%) are turning more frequently to Facebook to search for deals.
- Their digital mornings: both marketers (5%) and consumers (1%) rated Twitter low on their list of digital morning checks.
- Boredom: 56% of marketers and 55% of consumers who actively use Twitter say they use it when they are bored.
But marketers and consumers differ in:
- Their digital evenings: marketers (34%) are less likely than consumers (46%) to check their email at the end of the day.
- Their purchasing rates: 93% of marketers have made a purchase as a result of an email, as opposed to only 49% of consumers.
- How they share: when asked how they typically share with friends and family, 59% of marketers (but only 34% of consumers) prefer Facebook.
- Their purchasing rates: 41% of marketers (but only 21% of consumers) report making a purchase as a result of receiving a message on Facebook.
- Purchasing rates: 25% of marketers (but only 9% of consumers) reported making a purchase as a result of a message on Twitter.
- Connecting with brands: 15% of marketing (3% of consumers) rated Twitter as the channel they use most for connecting with brands offline.
Which channels do marketers & consumers use daily?
- Email: 99% of marketers, 85% of consumers with smartphones, 89% of consumers without smartphones
- Text: 84% of marketers, 74% of consumers with smartphones, 38% of consumers without smartphones
- Facebook: 78% of marketers, 66% of consumers with smartphones, 50% of consumers without smartphones
- Twitter: 48% of marketers, 31% of consumers with smartphones, 10% of consumers without smartphones
- Pinterest: 17% of marketers, 25% of consumers with smartphones, 8% of consumers without smartphones
Which channels are most effective at building loyalty?
- Email: 26% marketers, 33% consumers
- Website: 24% for both marketers and consumers
- Content: 23% marketers, 6% consumers
- Apps: 23% marketers, 7% consumers
- Facebook: 21% marketers, 22% consumers