Last month email marketing system Exact Target came out with a study showing that people on Twitter are more likely to spread the word about brands by posting on forums, commenting on blogs and posting ratings and reviews. Now there’s a new Exact Target / Co-Tweet study (via Marketing Charts), showing that once they start engaging with you, Twitter users are more likely to buy your products.
Conducted among US Internet consumers, the study showed that 27% of subscribers to an email newsletter were more likely to purchase from a brand while 37% of Twittewr users were.
Meanwhile less than one in five Facebook brand fans (17%) said they were more likely to buy – a surprise considering that 49% disagreed with that statement (which is obviously not the same as saying that they were less likely to make a purchase).
Exact Target has produced a handy chart showing that while Twitter has the lowest reach, it provides the greatest opportunities for customer acquisition. However, it’s email subscribers who are the most interested in getting discounts, promotions or freebies.
Finally, it’s worth looking at who conducted the survey.
Exact Target is an email marketing system, and Co Tweet is a Twitter management tool…no Facebook app developers involved in the study then. I’m not suggesting the data is wrong.
A lot of it is definitely interesting, and personally I am a big Twitter fan, but you do wonder if some of the questions were skewed to produce a certain result.
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