4. “May you live in interesting times.” -Anonymous
INTRODUCTION
Of any audience today, marketers should appreciate the above tune with what consumers want since they hold the keys to our
quotation. Unless you know its origin, the duality of its meaning may brands’ prosperity.
escape notice. After all, who would want to live in boring times?
In these pages we share with you the findings of our 2012 Channel
This is no ordinary quotation, however. This is the infamous Preference Survey—an in-depth examination and ranking of the
“Chinese Curse”—a backhanded way to condemn your enemy direct messaging channels preferred by consumers for particular
to a period of great chaos and tumult. Welcome to 2012! types of marketing activity. The channels evaluated include:
The “interesting” duality facing marketing professionals today • Direct Mail
stems from our “Post-PC Era” in which consumers are awash • Email
in technology (desktops, laptops, smartphones, and tablets)
• Facebook
that facilitate unprecedented mobility and social connectivity.
This sounds great until you consider the marketing implications. • LinkedIn
What was once one screen (the desktop) is now four screens— • Mobile Apps (Push Notifications)
or five, thanks to Interactive TV. Yes, “interesting” means more • SMS (Text Messaging)
work for already stretched marketing departments.
• Telephone
Post-PC devices have also accelerated the fragmentation of • Twitter
once-reliable direct marketing channels. Whereas not all that long
ago, marketers only communicated with consumers directly by In order to assess if and where consumer use of these
phone or mail, marketing communications are now a 24/7 affair channels has changed over time, this report also includes some
in which consumers serve as gatekeepers to channels that can comparative data from our original 2008 Channel Preference
amplify their praise—and complaints—in unprecedented ways. Survey. While four years wasn’t all that long ago, consider that
Were Mad Men’s Don Draper alive today (and a real person, for back then the iPad, Google+, and Pinterest didn’t exist while
that matter), he’d close his office door and never come out. Facebook was just crossing the 100 million user mark.
But we don’t have the luxury to shut our doors. We’re modern So what’s changed since 2008? Dig in and find out for yourself—
marketers, and we have no choice but to chart new courses we’re sure that you’ll find the research… interesting.
through foreign, digital terrain without a map or an experienced
guide. As we seek to maximize ROI, our best hope is to stay in