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Research on How Canadian Consumers Behave Online

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In The Digital North—the 21st report in our SUBSCRIBERS, FANS, & FOLLOWERS research series—we provide marketers with an overview of how Canadian consumers are behaving online. If Canadian consumers …

In The Digital North—the 21st report in our SUBSCRIBERS, FANS, & FOLLOWERS research series—we provide marketers with an overview of how Canadian consumers are behaving online. If Canadian consumers are part of the target audience for your email, Facebook, and Twitter marketing efforts, this detailed look at their habits and preferences will offer invaluable insights.
In this report, we explore three main themes:
• When and how Canadian consumers use email, Facebook, and Twitter
• What motivates consumer interactions within each of these channels
• How digital marketers can communicate more effectively with Canadians

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  • 1. 2 © 2013 ExactTarget | exacttarget.com/sffIn The Digital North­—the 21st report in our SUBSCRIBERS,FANS, & FOLLOWERS research series—we provide marketers withan overview of how Canadian consumers are behaving online. IfCanadian consumers are part of the target audience for your email,Facebook, and Twitter marketing efforts, this detailed look at theirhabits and preferences will offer invaluable insights.In this report, we explore three main themes:• When and how Canadian consumers use email,Facebook, and Twitter• What motivates consumer interactions within eachof these channels• How digital marketers can communicate moreeffectively with CanadiansMarketers who understand the motivations and behaviors ofconsumers in different geographical areas have an advantage overthose who do not—namely that they are able to leverage the uniquestrengths of each channel when enacting their marketing strategies.They’re also able to combine those strengths into a comprehensivecross-channel marketing strategy. Prior SUBSCRIBERS, FANS, &FOLLOWERS research conducted in the US, UK, Australia, Brazil,Germany, and France has taught us that worldwide consumers useeach digital channel for distinct reasons. Now, our new researchillustrates what those distinct reasons are for the Canadian market.In this report, we’ll take an in-depth look at email’s current role inthe marketing mix, how Canadian consumers use social channelslike Facebook and Twitter, and what entices them to engage withbrands online.Overview2 © 2013 ExactTarget | exacttarget.com/sff
  • 2. 3© 2013 ExactTarget | exacttarget.com/sffINTRODUCTIONWith approximately 85% of its 18-and-over population online,Canada is one of the most digitally connected countries on Earth.The vast majority of Canadians have access to the internet, andCanadians are regular users of online tools for work and play, withemail, Facebook, and Twitter among the most popular channels fordigital interaction. Email is the clear first-place winner when it comesto how many Canadians use a particular online channel—93% ofonline Canadians subscribe to a brand through email.As one might imagine, online participation skews towards youngerCanadians. Surveys indicate 95% of the population aged 18-44uses the internet, while only 58% of the 65+ crowd does the same.As the population ages, these percentages will certainly rise.How do Canadian internet users interact with companies online?We’ve broken the type of interaction down into three categories:subscribers, fans, and followers.FOR THE PURPOSES OF THIS REPORT, WE HAVE DEFINED THE TERMS SUBSCRIBERS, FANS, AND FOLLOWERS AS SUCH:93%61%13%Subscribers:Canadian online consumers who have provided theiremail address to at least one company for the purposeof receiving permission-based emails.Fans:Canadian online consumers with a Facebook account whohave “liked” at least one company or brand
on Facebook.Followers:Canadian online consumers with a Twitter account who“follow” at least one company or brand on Twitter.of the online Canadian consumers polled(age 18 and older) are Subscribers.of the online Canadian consumers polled(age 18 and older) are fans.of the online Canadian consumers polled(age 18 and older) are followers.
  • 3. 4 © 2013 ExactTarget | exacttarget.com/sff 4With approximately 85% of its 18-and-over population online,Canada offers digital marketers a large audience to engagethrough a strong online presence.Canada is increasingly a digitally driven culture. Canada hasadopted the internet into its daily habits, and digital marketershave a large audience in Canada to interact with through a strongonline presence.Of these subscribers, fans, and followers, the vast majority (89% ona daily basis) frequently use email, a phenomenon consistent withinternet users all over the world.Facebook engagement skews slightly toward younger users, whereasTwitter usage skews more heavily toward that same demographic.The overall percentage of Twitter followers in Canada sits at 13%,which is slightly higher than the worldwide average. However, wemust caution against interpreting this as a significant difference.Rather, the difference most likely stems from when these surveyswere conducted. The Canadian survey occurred more recently thanrespondents in other parts of the world, so one might attribute theslightly higher-than-average rates for Canadians to Twitter’s rampantgrowth in adoption rate rather than the country’s love for tweeting.So what trends and developments are on the horizon for marketersto consider for the Canadian audience?As little as five years ago, the question of “Which device?” wouldhave been superfluous, as the answer would have been obvious:the computer. But with an ever-expanding array of internet-enabled devices on the market, consumers now have the optionof checking email and social networking messages on not onlydesktop and laptop computers, but also tablets, smartphones,and even televisions.As a whole, the majority (66%) of Canadians still favor computersover other devices for the first check-in of the day, with 19%preferring mobile phones, 5% preferring tablets, and 5% waitinguntil they arrive at school or work to access their online content.However, taking age into consideration, the numbers paint quitea different picture, with preference for smartphone usage skewingheavily towards the younger demographic.54% of Canadian internet users own a smartphone. Broken downby age group, the numbers look like this:• For consumers aged 18-24, 84% own a smartphone• For ages 25-34, 68% own a smartphone• For ages 35-44, 66% own a smartphone• For ages 45-54, 53% own a smartphone• For ages 55-64, 29% own a smartphone• For 65+, 20% own a smartphoneMake all of your digital marketing mobile-friendly to truly staypresent in the Canadian consumer’s daily habits. This practice willonly become more vital as smartphone prevalence increases.now trending
  • 4. 5© 2013 ExactTarget | exacttarget.com/sffSource: ExactTarget 2013 Global Research (Canada), March 2013N = 1,382 Canadian online survey respondents, age 18+CANADIAN Subscribers,Fans,and Followers (byage)Email Subscribers Facebook Fans Twitter Followers18-24 25-34 35-44 45-54 55-64 65 or Older90%75%24%19% 19%9%5%95%50% 51%94% 95%90%33%2%93%76% 74%5© 2013 ExactTarget | exacttarget.com/sff
  • 5. 6 © 2013 ExactTarget | exacttarget.com/sffWhat’s the first thing you do every morning? Retrieve yoursmartphone from the nightstand and check email? Start a pot ofcoffee and fire up the laptop? Or turn on the radio and make yourselfan omelet? Consumers’ behavior first thing in the morning tells usmuch about their priorities and motives. Smart marketers considerthe mindset and activities of their target audience when determiningwhen and how to communicate with them.The Digital Morning provides marketers with insight into howcustomers start their digital day—whether focused on business,social, or news—as well as which device they reach for first.How do Canadians start the digital day? The majority (71%) checksemail right off the bat. Facebook comes in at a distant second(13%), followed by news sites (6%).The place people first visit online each day varies by age, but acrossevery age group, email is the most common initial check-in ofthe morning.Facebook is increasingly popular as a communication channel; thecompany even has a messaging-only app for smartphones. Thisgrowing popularity means many consumers check Facebook firstthing in the morning for the same reason others check email: to seeif any new messages have arrived (or if anyone has engaged withprevious Facebook postings, which are as important—if not more—to Facebook addicts).And addicts they are, although the degree varies by age group.48% of younger users report checking Facebook “compulsively,”whereas only 23% of users 65 and up admit to having thesame motivation.Across age groups, the majority of respondents report usingFacebook for personal communication among friends and family.73% of 18-24-year-olds and 65% of 65+ report using Facebook forpersonal contacts, with little deviation in age groups in between.62% of 18-24-year-olds and 57% of 65+ report using Facebook toreconnect with old friends or people who live far away, again withminimal deviation among constituent age groups.Digital Morning6 © 2013 ExactTarget | exacttarget.com/sff
  • 6. 7© 2013 ExactTarget | exacttarget.com/sffWhat is the first thingyou check online in a typical day?Source: ExactTarget 2013 Global Research (Canada), March 2013N = 1,382 Canadian online survey respondents, age 18+13% Facebook2% Twitter1% Google+6% News site1% My company’s website2% Entertainment site1% Search/portal site4% Other7© 2013 ExactTarget | exacttarget.com/sff71% Email
  • 7. 8 © 2013 ExactTarget | exacttarget.com/sffDigital EveningAs evening rolls around, Canadian online consumers shift their prioritiestoward online social and leisure activities, though email still remains thelast check of the night.The compulsion to check email declines for Canadians throughoutthe day, with 48% of Canadians checking email as part of their digitalevening—a significant drop compared with 71% who check it first thingeach morning.Meanwhile, social check-ins become more important as the day goeson, with 23% of Canadians accessing Facebook just before lights-out.This number is up from the 13% who do so in the morning.Taken together, social networks (Facebook, Twitter, and Google+) attractonly a quarter of consumers as the last digital check of the evening(23%, 3%, and 2%, respectively). News and entertainment sites attract15% of the evening audience, indicating greater stratification of actionwhen compared to morning routines.Email (both personal and professional) still reigns supreme in the nighttimedigital lives of Canadian consumers, with more people checking emailbefore bed than anything else.The evening uptick in social, entertainment, and news sites is likelydue to a desire among consumers to satisfy personal or social/culturaldesires and engage in leisurely pursuits—activities that are generallymore common in the evening than in the morning.Thus, marketers should consider reaching their consumers throughFacebook and Twitter in the evening, as Canadians demonstrate apreference for social sites in the evening. Still, a significant number ofconsumers are still closing out their evenings via email inbox, so thischannel shouldn’t be ignored.8 © 2013 ExactTarget | exacttarget.com/sff
  • 8. 9© 2013 ExactTarget | exacttarget.com/sffWhat is the Last thingyou check online in a typical day?48% Email23% Facebook8% News site1% My company’s website4% Search/portal site4% Other9© 2013 ExactTarget | exacttarget.com/sff2% Google+3% Twitter7% Entertainment siteSource: ExactTarget 2013 Global Research (Canada), March 2013N = 1,382 Canadian online survey respondents, age 18+
  • 9. 10 © 2013 ExactTarget | exacttarget.com/sffthe email consumerBuying Power: Canadians use email frequently, and they’renot averse to making purchases based on the emails they receive.When asked how they use email, the numbers show:• 89% of Canadian online consumers report checking theiremail at least once a day• 44% have made a purchase as a direct result of receivinga marketing message via email• In the increasingly prevalent smartphone-owningdemographic (54% of online Canadians), 65% reportchecking their email via the device at least once per dayThese numbers highlight the importance of considering email designto ensure proper rendering on non-desktop devices.Why Email? It’s vital for digital marketers to approach email fromthe same mindset that online Canadian consumers do. Considerhow these consumers view and utilize their inboxes:• 69% view email as a means for communicatingwith personal contacts• 44% view email as a tool for work• When compared to Facebook (17% of Facebook users,13% of all respondents) and Twitter (28% of Twitter users,6% of all respondents), email is used more frequently forwork than these social media channelsRespondents overwhelmingly described email as a “necessity” whencompared to Facebook and Twitter, which were more commonlyviewed as “entertainment.” Only 25% of consumers say they checkemail when they are “bored,” compared to 53% of Facebook usersthat use Facebook to relieve boredom, and 39% of active Twitterusers that use Twitter to do the same.MOTIVATION: An overwhelming majority (93%) report choosingto receive commercial emails. Perhaps unsurprisingly, the mostcommon motivating factor relates to monetary incentives and perks:• 63% subscribe to receive discounts or money-off promotions• 58% do so to receive free items or giveawaysThis contrasts with consumer motivations to engage withbusinesses via social media, where the prompting factor(s) mightbe to affiliate oneself with a “trendy” company and/or show supportfor a company.Such contrast suggests a distinction between email (which is private)and social channels that are more public in nature (i.e., your socialmedia connections can see which companies you “like,” while theydon’t see what’s in your inbox).The vast majority (93%) of online Canadians report subscribing to at least one commercialnewsletter and/or “special offer” email list, making it the top communication channel for marketersin Canada. Email’s top spot in Canada aligns with the global research of the SUBSCRIBERS, FANS,& FOLLOWERS series. In every country we’ve studied so far, email has been the most popular(and perhaps most trusted) consumer communication channel.
  • 10. 11© 2013 ExactTarget | exacttarget.com/sffGenerational Differences: Youngerconsumers are more likely than their oldercounterparts to subscribe to a company’semails due to recommendation by a friend orto show support for/affiliation with a “cool”brand. Conversely, older consumers opt tosign up for an email subscription to receiveinformation of personal interest. Regardlessof age, however, most consumers (63%)report becoming more selective about whichcompanies they provide with their personalemail addresses.Canadians in general tend to be slightly morecautious online consumers compared withother countries we’ve studied so far. Withcompetition for “inbox attention” alreadyincreasing, this selectivity highlights theimperative for marketers to send only relevantcommunications.motivationsto SubscribeTo receive discounts and money-off promotions63%Someone recommended it to me18%To keep up to date with a company’s products, services, or offerings58%To receive alerts related to developments within the company, association, or organization15%To receive advanced notice of new products or future releases43%For a quick and easy way to “keep my finger on the pulse” of the brand/company13%To receive “free stuff” or giveaways (e.g., free download,voucher, discount) offered in exchange for my email address39%To be affiliated with the product or brand because it’s trendy or “cool”10%To gain access to exclusive content36%To show my support for the company to others (including friends and family)6%For more information related to my personal interests, hobbies, etc.34%I shop with this company or buy this brand on a regular basis32%Source: ExactTarget 2013 Global Research (Canada), March 2013N = 1,290 Canadian email users who receive at least one email from a company
  • 11. 12 © 2013 ExactTarget | exacttarget.com/sffthe facebook consumerBuying Power: Unlike email, where purchase behavior isreasonably consistent across age segments, younger Canadianconsumers are much more likely to have made a purchase basedon a Facebook message than their older peers:• 21% of online Canadian consumers aged 18-24 have madepurchases based on a message received via Facebook• 24% in the 25-34 bracket have made purchases based ona message received via Facebook• Only 8% of consumers 45 and older have made a purchasebased on a message they saw on FacebookHowever, it is important to note that “sponsored story” ads inthe Facebook news feed are a fairly recent development, andsometimes consumers falsely equate “advertising on Facebook”only with banner or sidebar ads. So it’s possible that someconsumers actually have made a purchase based on a Facebookbrand message without realizing it, because they saw a sponsoredstory instead of a banner ad.Why Facebook? Facebook, to a greater extent than email,satisfies the social needs of its users.• 69% use Facebook to communicate with personal contacts(friends, family, & acquaintances)• 68% use Facebook to reconnect with old or geographicallydistant friends• 57% use Facebook because a significant amount of theirfriends use Facebook (“That’s where my friends are”)• 53% - To alleviate boredom• 51% - To coordinate their social life (where friends arehanging out, what events people are planning, etc.)One of the distinguishing characteristics of Facebook is howrarely users visit the site for business purposes (17%)—a figuresignificantly lower than email (44%) and even Twitter (28%).MOTIVATION: Consumers “like” companies on Facebook primarily,but not exclusively, to save money. Canadian online consumers“like” brands on Facebook for these reasons:• To receive “free stuff” or enter for giveaways (58%)• To receive discounts or money-off promotions (53%)• To keep up to date with a company’s products,services, or offerings (34%)• Because they already shop with the company or buythe brand (30%)30% of consumers become fans because they’re purchasingfrom the brand already. Those who take the step of “liking” yourbrand are saying something: they want to be affiliated with you.Think of it as a “non-celebrity endorsement.” Even everydayconsumers exert some degree of influence over those in their socialcircles, whether indirectly or overtly.Good news for digital marketers: 61% of online Canadians are Facebook users, although a scant15% of online Canadians report making a purchase as the direct result of a marketing messagethey received through Facebook. But don’t let that number discourage you. Facebook serves adifferent purpose for marketers than the digital direct-mail equivalent that is email.
  • 12. 13© 2013 ExactTarget | exacttarget.com/sffTo receive “free stuff” or giveawaysoffered in exchange for my email addressTo keep up to date with a company’s products,services, or offeringsFor more information related to my personal interests, hobbies, etc.To receive discounts & money-off promotionsSomeone recommended it to meTo receive advanced notice of new products or future releasesTo be affiliated with the product or brand because it’s trendy or “cool”To receive alerts related to developments within the company,association, or organizationI shop with this company or buy this brand on a regular basisFor a quick and easy way to “keep my finger on the pulse”of the brand/companyTo gain access to exclusive contentTo show my support for the company to others(including friends and family)Consumers also “like” companies as ameans of gaining access to exclusivecontent (30%), whether the exclusivityof that content is real or merelyperceived. The takeaway for marketersis this: consumers are looking for moredepth than simple promotions—socialmedia pros need to post a variety ofcontent types, so as not to appear one-dimensional or too commercial.One interesting and fairly unique aspectof Canadian Facebook fans, whencompared with those in other countries,is the rate at which Canadians use theirprofile to show support for a company.30% of respondents report doingso. However, only 16% of users“liked” a brand because someonerecommended it to them. And only11% of users will admit to “liking” acompany/brand on Facebook as ameans of looking trendy or “cool.”56% of Facebook fans reportbecoming more selective over thepast year about which companiesthey choose to “like.” Giventhe similar trend witnessedin email subscriptionselectivity, one mightsurmise that userfatigue is setting in.motivationsto“like”54%30%20%53%30%16%34%28%14%30%25%11%Source: ExactTarget 2013 Global Research (Canada), March 2013 N = 842 Canadian Facebook users who say they have “liked” at least one brand
  • 13. 14 © 2013 ExactTarget | exacttarget.com/sffthe twitter consumer“Influencers” doesn’t just mean anyone (or any company) witha large number of followers. While this can be an importantaudience, even those with relatively small numbers of Twitterfollowers can be active in other arenas that wield influence overthe purchasing decisions of others.buying power: A mere 5% of online Canadians have madepurchases as the direct result of a marketing message receivedvia Twitter. Like Facebook, the success rate of conversion tracksto younger demographics. 18-24-year-olds and 25-34-year-oldsare the most likely to have made a purchase as the result of amessage seen on Twitter (11% for both groups).Zero percent (that’s right, 0%) of consumers age 65 and uphave done so. However, those numbers alone may not tell theentire story.Twitter users are more likely than Facebook and emailusers to buy from (31%) and recommend (27%) a companyafter “following” them on Twitter. Though they representa smaller portion of the overall population, Twitter followersare a niche group worthy of investment because they candrive influence across this smaller network of people.Why Tweet? 22% of respondents to our survey describedthemselves as “active Twitter users,” reporting that they checkTwitter at least daily.• 39% use Twitter to relieve boredom• 37% use Twitter as a method for receiving“insider information”• 36% use Twitter for personal contacts• 29% use Twitter to connect with old orgeographically distant friendsMotivation: Some Twitter followers (33%) indicate they’rebecoming more selective about whom they “follow” on Twitter,although this percentage is slightly lower than Facebook andemail users. This may be due primarily to the nature of the Twitterstream. Users may view following as less of a commitment orimposition on their time than “liking” a brand on Facebook.The greatest percentage of online Canadians “follow” brands onTwitter to keep up to date with a company’s products, services,or offerings. Unlike Facebook and email, where consumersmainly want to receive discounts and free items through opting in,Twitter serves a different purpose, and updates are seen as moreimportant than getting a special deal.More so than other channels, Twitter is a circle of influence. With Twitter profiles generally beingmore public outlets than Facebook and email, the most active Twitter users tend to have influenceoutside of Twitter itself. They are the most likely to blog or create other forms of content hostedelsewhere. So, while the measureable impact of Twitter on sales is fairly small, the real impact maybe in its ability to connect with influencers.
  • 14. 15© 2013 ExactTarget | exacttarget.com/sffTo receive alerts related to developments within the company,association, or organization47%To gain access to exclusive content27% For more information related to my personal interests, hobbies, etc.44%To keep up to date with a company’s products, services, or offerings26%To receive discounts and money-off promotions40%To show my support for the company to others (including friends and family)23%To receive advanced notice of new products or future releases37%I shop with this company or buy this brand on a regular basis21%For a quick and easy way to “keep my finger on the pulse” of the brand/company35% To receive “free stuff” or giveaways (e.g., free download, voucher, discount)offered in exchange for my email address15% Someone recommended it to meTo be affiliated with the product or brand because it’s trendy or “cool”27%Source: ExactTarget 2013 Global Research (Canada), March 2013N = 182 Canadian Twitter users who say they have followed at least one brand30%motivationsto follow
  • 15. 16 © 2013 ExactTarget | exacttarget.com/sffinspiring engagement across all channelsEmail, Facebook, and Twitter can each inspire business success through different forms of customer engagement.Marketers should factor in the uniqueness of each channel as they determine how to market to Canadian consumersactive in the digital space.Recommendations for Email: The inbox remains thecrossroads for all things personal and commercial. Thoughconsumers may prioritize and respond to messages differentlybased on the sender, they generally remain receptive to emailmessages from companies they have authorized to contact them,though they are increasingly selective with those permissions.To this end, brands should focus on gaining permission andmaintaining trust with the target consumers. Merely obtaining anemail address is not enough—you need to get the consumer’spermission before he or she will engage. But attaining thatpermission does not give companies carte blanche to inundate theinbox with whatever the company wishes to promote. Excessive orirrelevant emails will cause the consumer to revoke permission, andthus disengage.Companies must demonstrate trustworthiness and value beforeconsumers are willing to engage, and they must continue to delivervaluable information in order to maintain the relationship. Canadianonline consumers are tethered to their email inboxes morningthrough evening, so marketers should pay keen attention to thischannel for both branding and selling purposes.Recommendations for Facebook: Facebook use revolvesheavily around the social life of the consumer. Consumers areless likely to expect marketing messages after “liking” a brand onFacebook than they are with the Subscriber or Follower models.That’s not to say brands should shy away from Facebook; brandssimply need to approach customers in a way that is consistent withthe overall tone of Facebook. Rather than going for the hard sell,brands should concentrate on demonstrating value and deepeningthe consumer’s relationship with the brand. Post content that’s fun,engaging, and creates an opportunity for consumers to feel as if16 © 2013 ExactTarget | exacttarget.com/sff
  • 16. 17© 2013 ExactTarget | exacttarget.com/sffthey’re interacting with a person rather than a faceless entity.Facebook engagement should also drive customers to becomeSubscribers, which delivers a more personal and targeted experiencefor the customer.Recommendations for Twitter: Despite the relativelysmall number of followers Twitter delivers, the channel still holdsgreat potential for influence. Marketers simply need to tweak themanner in which they engage followers.Compared to email and Facebook users, Twitter users are theleast selective about which brands they tend to follow and are themost likely to be open to receiving marketing messages. BecauseTwitter users report an increased likelihood of recommending andpurchasing from a brand after becoming a follower, Twitter usershold incredibly high value to marketers.Followers expect to see engagement through retweeting, invitingcomments, and holding dialogue. Thus, brands should adopt amore informal and friendly stance on Twitter to engage with theiraudience and invite their audience to see the brand’s lighter side.Twitter’s 140-character limit requires brevity and is an effectivemeans of driving consumers to other points of engagement (blogs,Facebook pages, etc.).CROSS-CHANNEL RECOMMENDATIONS: As the chart on thenext page shows, significant overlap exists between Canadiansubscribers, fans, and followers. Many people will subscribe to yourbrand as well as “like” it on Facebook, or “follow” you on Twitter.Marketers should always keep in mind this cross-channel overlapwhen creating a digital marketing strategy. The same CTA likelywon’t be as effective on both Facebook (an innately personalplatform) and email (a platform used frequently for the hard-sell).Likewise, an infographic may yield thousands of shares on Twitter,but not be the best choice for an email image.Consider, also, that customers don’t want to see the same messagerecycled on every platform that your brand owns online. Keepmessages appropriately tailored to customers’ motivations forjoining you on that platform in the first place, and refrain from reusingcreative elements in a way that would make them seem stale to acustomer who follows you on multiple channels.17© 2013 ExactTarget | exacttarget.com/sff
  • 17. 18 © 2013 ExactTarget | exacttarget.com/sffSource: ExactTarget 2013 Global Research (Canada), March 2013N = 1,382 Canadian online survey respondents, age 18+Canadian Subscribers,Fans,and Followers Overlap5% None of the Above13% Followers61% Fans93% Subscribers2% Subscribers & Followers11% Subscribers, Fans, & Followers32%SubscribersOnly48%Subscribers& Fans2% Fans Only18 © 2013 ExactTarget | exacttarget.com/sff
  • 18. 19© 2013 ExactTarget | exacttarget.com/sffAs media theorist Marshall McLuhan famously said,the medium is the message. This holds true even fornew media like email and social networking. Whileconsumers generally don’t expect vast differencesin communication across these three channels, theyquickly tire of the same recycled content appearingon their screens every day. Strike a balance betweenplaying to each channel’s strengths while ensuringconsistent brand image and messaging.When planning marketing efforts to engageconsumers through these channels, adopt anapproach that layers these channels on top of eachother. Consumers do not silo their interactions withbrands; therefore, brands cannot afford to silo theirinteractions with consumers, especially among thesecritical channels.As Canadian consumers switch between screens,social platforms, and the hundreds of emails in theirinboxes, your brand can remain a constant voice.Build meaningful relationships with customers andprospects by developing content that suits the uniquenature of each channel, always keeping in mindthe preferences of your Canadian consumers andtheir motivations to “like,” “follow,” or subscribe toyour brand.conclusion19© 2013 ExactTarget | exacttarget.com/sff
  • 19. exacttarget.com