TriCom Technical Services

Trading Email for Social Media

In IT news on July 14, 2010 at 8:54 pm

In today’s high-tech world, we constantly use electronic means to communicate, whether it be by telephone, text, email, Skype, or social media. In most cases, these forms work together to pick up where another might have a downfall – i.e. texting when you can’t call or emailing when a message is too long or detailed to Tweet.

After Ben & Jerry’s customers aired their preference to be contacted via social media, the company has decided to drop the use of email as a marketing strategy. Chunkmail, the ice cream giant’s version of an email newsletter, is being eliminated in the process. Instead, the company plans to build relationships with consumers on Twitter and Facebook and will contact them only once a year via email.

Considering the fact that Ben & Jerry’s lovers span all ages of society, one might think this action might be a tad premature.

Why, you ask? According to Pingdom, the dominant age range of social media users across 19 major outlets is 35-44 years old.

Trading email for social media may put B&J in a tight spot when it comes to marketing to consumers. It provides a much smaller window of opportunity to appeal to ice cream lovers of all ages and instead majorly focuses on one age group.

As proven ice cream innovators, is this just another product of their visionary thinking, or are they making a huge mistake by putting all of their eggs (or cows) in one basket?


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