Understand the mindset, not just the media moment

According to ExactTarget's 2008 Channel Preference Survey,  younger consumers favor IM and text messaging for personal communication, but they prefer email for marketing communication. And 56% of those 18-24 had made a purchase because of a marketing message received vial email, down a little from 35-44 year olds, 66% of whom had purchased vial email.

The distinction is a clear indicator of the need to go beyond media usage alone as a targeting criteria, and to define the mindset associated with the use of a particular media form in order to understand the potential role of marketing for a particular user of a particular medium.

THINK's model of media usage clearly defines texting and IM usage among 18-24 year olds as an "interaction" mindset, and commercial email as a "transactional" mindset. Based on this model, brands would be wise to take very different approaches to each medium. This latest research bears out the distinction.