College students say that ads on television are the most effective type of advertising according to a 2012 Barnes & Noble College Marketing Report. While the report says the 65% of young scholars are engaging with brands via social media weekly: 33% do so at least three times a day with a penchant for Facebook. Overall, 55% of students say Facebook is not the best targeting platform. When they are engaging with brands on social media they are looking for value not ads. And while mobile marketing is the "it" word of marketers today, 66% say SMS messaging is a poor way to connect. Quotes include: "Don't market to me through mobile. Don't kind of get into my personal space. Don't send me text messages."
While every medium is looking to stand on the mountain top and claim they are the most effective of their competition. Marketers are beginning to focus on the content again and stop looking for the silver bullet. At Van Winkle Associates we believe that connected messaging across all mediums is the most effective way to educate the consumer.
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