The fact is, it’s still too early in the game to know exactly who likes what, when and where. Sure, one survey might point to a link between e-mail marketing and shopping preferences, but since social media is constantly evolving it’s hard to know how long the results of that survey will be accurate.
Let’s say a great deal passes through their social media network. Maybe someone passes them a link for free backpacks. Are we to assume from the results of that one survey that moms will not jump at the offer? Are we to assume they won’t then start cruising their social media network looking for similar offers?
People are, for the most part, slow to change. Social media is still in its infancy and many people remain untrustworthy of offers which come through it. No doubt, this will change as time goes on.
In fact, to assume anything is just asking for someone to remind of that old adage about what happens when you “assume” anything….
School Family Media Inc., a marketing media company in Massachusetts that focuses on promoting meaningful parent involvement at k-8 schools, released the results of their back to school shopping survey today. They had 1,400 women with school aged children respond to their survey about shopping preferences and intentions as they set out to shop for this back to school season.
The survey found that despite the rise of ecommerce and new retail communication platforms like Twitter and Facebook pages, moms do not plan to necessarily leverage them for shopping. According to the study, “Social media was moms’ least preferred method for receiving information about products and promotions, and 90% of moms still planned to make the majority of their purchases at actual stores versus online.”
The survey did, however, show that moms with school age children are active online. As opposed to receiving promotions over social media, 90% of moms noted preferences for receiving information from brands or stores through email about their back to school products and promotions.
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