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ExactTarget: Consumers ‘Breaking Up’ Online

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February 17, 2011 by   Leave a Comment

A study into changing Internet behaviors shows consumers are very willing to “break up” with brands online because of irrelevant, too frequent or boring messages.

“The Social Break-Up” is a study of more than 1,500 consumers by Indianapolis-based ExactTarget Inc. and shows that more than 90% of those responding admit to “breaking up” with brands online at some point, Inside INdiana Business reported. In an interview, Chief Marketing Officer Tim Kopp says the issue is one of many that will be examined at the company’s new Social Media Lab in San Francisco.

The ExactTarget report is the latest in a series of eight studies the interactive marketing company launched last year. More than 1,500 consumers were asked about motivations and actions for breaking up with brands through e-mail, Facebook and Twitter. Kopp says the topic is an example of the kinds of issues that will be examined at the company’s new Social Media Lab which launced last week in San Francisco.

The facility expands the company’s northern California presence as part of its 2010 acquisition of social media marketing platform CoTweet. ExactTarget says the lab is a first-of-its kind and will provide cutting edge information and best practices as companies and organizations seek to integrate social media into their marketing channels.

The full report can be found at www.exacttarget.com/sff.

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