Social Network sites, txt messaging; they may just be a waste of time and money for a viable marketing channel. Or perhaps it’s how you market through those channels. We propose that it’s all about the approach to these channels, after all, the message is the medium. We found an excellent survey from ExactTarget, the 2008 Channel Preference Survey that shows the viability of various channels, and here’s our synopsis from that survey.

What we’ve surmised is that there is a fundamental shift going on with regards to what applications or tools people use and how they use them - and this will impact the best way for marketers to leverage channels. The last few years have seen the rise of what we term Conversation Tools, in other words - Instant Messaging, TXT Messaging and Microblogging (i.e. Twitter). These are almost instant and enable 2-way communication. Then there is email, which is 2-way but is not really a “conversational tool” in that there can be network delays and email is not designed to be instantaneous. Additionally, email often has attachments and many people manage their emails through rules for incoming messages and may only check or respond to emails once or twice a day. Email has become a Secondary Communication Tool, like the telephone and voice mail.

ExactTarget’s survey shows that the under 45 demographic use Conversation Tools for, you guessed it, conversations and email for time-delayed or Secondary Communication activities. Above 45 and you see a marked, and expected, difference. Email and snail mail play a more vital role in the above 45 group. But interestingly, the under 45 shows a preference for snail mail and email marketing messages and dislikes marketing messages delivered to SMS, Instant Messaging and Social Networking applications.

So this begs the question - why? You mean good old fashioned Snail Mail Direct Marketing is still a valid tool? Absolutely, and may become even more so. Our analysis of this survey and our experience, tells us that Conversation Tools such as SMS text messaging are seen as “exclusive” applications for carrying on one-to-one personal/business conversations. People do not want to be interrupted in what is seen by them as a place and way for quick conversations. Marketing messages there are intrusive.

But Secondary Communication Tools, such as email and snail mail are easier to manage and participants/consumers, don’t see them as intrusive. Rather, we’ve come to expect to receive marketing messages. Inside Social Networks, traditional banner advertising will work, since it is expected. Getting results there comes from good creative.

So our conclusion is that marketing to Conversation Tool channels (i.e. SMS text messaging) means marketers should be more “conversational or informational” in their approach for success. Use information to drive the conversation and response, don’t use blunt trauma push marketing messages. Use the secondary tools for the traditional marketing pitch. And don’t give up on Direct Marketing via Snail Mail.