Rebtel, a mobile VOIP provider, analyzed online communications habits of more 2,300 American adults. Sixty-eighty percent of women who communicate over the web to stay in touch with friends do so on social media, while only 54 percent of men turn to Facebook, Twitter or other social channels.
For marketers, appealing to both men and women as part of social media marketing initiatives is critical. However, businesses in industries that favor women should be more aggressive in pursuing social as a channel.
Additionally, Rebtel found that men are more likely to respond to platforms that are directly interactive, such as phone and voice. With that in mind, video marketing campaigns targeted directly at men could potentially lead to greater conversions than those aimed at women.
The final takeaway from the poll is that businesses must adopt diverse marketing strategies on the web. While specific channels may have more of an appeal with unique audiences, virtually all consumers can be found online. Coordinated campaigns can enhance a brand’s overall reach, especially as the evolving searchscape has resulted in the importance of content marketing and social sharing as part of a integrated approach to driving search visibility.
Targeted content of all kinds is vitally important for businesses. Brafton reported last week that video content designed for web consumption should be specialized for users based on region to improve the likelihood of conversion.