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Likes Facebook. Loves Post.

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  • 1. AMÁRACH RESEARCH FEBRUARY 2011 Likes Facebook. Loves Post.REPORT COMMISSIONED BY THE AN POST MAIL MEDIA UNITAmárach Research February 2011 2
  • 2. AMÁRACH RESEARCH FEBRUARY 2011 74% OF YOUNG PEOPLE ENJOY RECEIVING POST Source: Amárach Research February 2011 3
  • 3. AMÁRACH RESEARCH FEBRUARY 2011Facebook, Twitter, and now Google+,social networking is a rapidly changingsector that can leave many marketersstruggling to keep up.Yet keep up we must, because anecdote tells us that young people haveturned their backs on traditional media in favour of online alternatives.So if you’re looking to engage with a young audience, it might seemthat social media marketing is the route to go down.It might surprise you to discover that, despite the explosion of newmedia, young people still prefer communications that come in anaddressed envelope.Because, for them, a letter is novel. In an online world,it’s something tangible, and personal. Furthermore as the latestAmárach research shows, it’s still the best way to get their attention. 2
  • 4. AMÁRACH RESEARCH FEBRUARY 2011 42% OF YOUNG PEOPLE PREFER ADVERTISING THROUGH POST Source: Amárach Research February 2011 5
  • 5. AMÁRACH RESEARCH FEBRUARY 2011YOUTH AUDIENCES PREFER TO RECEIVEADVERTISING BY POSTBASE: All Irish customers aged 18-25 Dislike very much Like very muchAddressed post 18 15 30 12Adverts on social networks 22 26 18 4Leaflets inserted into billsand other addressed post 23 25 20 6Text/SMS 33 26 14 4Adverts on 32 28 8 4apps or gamesTelephone calls 49 20 9 5 Dislike very much Dislike Like Like very muchOf the group of 18-25 year olds surveyed: 74% agreed that they enjoyed receivingaddressed post. No other form of direct marketing faired as well, with advertisingthrough text message, telephone, and ads on apps being the least popular amongstthis younger cohort. 4
  • 6. AMÁRACH RESEARCH FEBRUARY 2011 POST INFLUENCES PURCHASING MORE EFFECTIVELY THAN SOCIAL MEDIA (AND LOYALTY TOO!) BASE: All Irish customers aged 18-25 Increasing Encouraging Increasing Interest % Purchase % Loyalty % Addressed post 18 14 27 Email 15 12 21 Flyers / Leaflets through the door 13 10 6 Adverts on social networks 8 5 3 Leaflets in bills/other post 7 3 4 Telephone calls 6 5 8 Text SMS 5 3 6 Adverts in apps/games 2 1 1 When it comes to increasing interest, encouraging purchases and building loyalty, addressed post proved more influential than social network advertising. This was especially true regarding customer loyalty. 27% agreed that addressed mail was effective at building loyalty. In contrast, only 3% said the same for social network advertising. 5
  • 7. AMÁRACH RESEARCH FEBRUARY 2011 27% AGREED THAT ADDRESSED MAILWAS EFFECTIVE AT BUILDING LOYALTY. Source: Amárach Research February 2011 8
  • 8. AMÁRACH RESEARCH FEBRUARY 2011 48% RECEIVE FLYERS /LEAFLETS MORE THAN ONCE A wEEk Source: Amárach Research February 2011 9
  • 9. AMÁRACH RESEARCH FEBRUARY 2011MARKETING BY POST GETS MORE CUT-THROUGHTHAN SOCIAL MEDIABASE: All Irish customers aged 18-25 Addressed Emails Text/SMS Adverts on Adverts post social apps/games networksI read most of them 7 8straight away 10 10 20 7 8I read most of themail /messages 16 27 14 18 25 8I skim through themail /messages 34and then read the 26 15relevant ones 8straight away 7I skim through 63 12and save some forfuture reference 21 49I throw away most 40of this mailwithout reading 8 28I ignore and throwaway / delete without 11readingThe youth market is more likely to read addressed mail than any other form ofdirect marketing, with a far greater percentage of digital messages going unread.In comparison, 34% read post addressed to them thoroughly. 8
  • 10. AMÁRACH RESEARCH FEBRUARY 2011 YOUNG PEOPLE TRUST ADVERTISING BY MAIL BASE: All Irish customers aged 18-25 Not at all Trustworthy Very Trustworthy Addressed post 8 22 34 6 Fliers/Leaflets through door 15 29 25 2 Text/SMS 17 29 19 4 Adverts on social networks 16 32 18 2 Email 21 32 20 4 Advert on websites 19 31 18 2 Adverts on apps/games 21 34 14 3 Telephone calls 21 37 15 3 Very untrustworthy Untrustworthy Trustworthy Very trustworthy Addressed post is more trusted than any other form of below the line advertising, especially adverts on websites and telephone calls. Males are the most sceptical as females place higher trust levels in all channels, with the exception of apps and games. 9
  • 11. AMÁRACH RESEARCH FEBRUARY 201140% OF YOUNG PEOPLETRUST ADDRESSED MAIL Source: Amárach Research February 2011 12
  • 12. AMÁRACH RESEARCH FEBRUARY 2011 KEY TAKE AWAY • The majority of 18-25 year olds (74%) enjoy receiving post. • Post encourages more purchases and is better at increasing customer loyalty than social network advertising. • Young people prefer (42%) receiving advertising messages through the post. For further information contact: An Post Mail Media Unit General Post Office O’Connell Street Lower Dublin 1 CallSave: 1850 21 16 32 Website: www.anpost.ie/mailmedia Email: mail.media@anpost.ie 1

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