For the past three years, our SUBSCRIBERS, FANS, & FOLLOWERS research series has taken an in-depth look at consumer preferences as they relate to email, mobile, and social channels. This time, however, we decided to turn the tables—to look in the mirror at our marketing peers. Are there channels that marketers use disproportionately more or less than consumers? Are we more permissive with technology in our own homes? Are we less concerned about the privacy implications of marketing today? Have all our years as early adopters—internet explorers, if you will—impeded our ability to relate to regular people?
In Marketers From Mars, the 20th report in our ongoing SUBSCRIBERS, FANS, & FOLLOWERS, we tackle these questions—and more—thanks to the results of our first-ever, side-by-side study of marketers and consumers. The pages that follow provide a unique opportunity to reflect on what it means to be a marketer today, as well as why it’s critical that marketers avoid focus groups of one.