A new study sponsored by the National Association of College Stores (NACS) gives us a peek into the buying habits of young people these days (Read, "Email Ads Don't Affect College Shoppers" in iMediaConnection). The conclusions are not earth-shattering: students are cost conscience and value recommendations from friends and family. Conversely, students put email ads and pop-ups pretty low on the list of items that influence their decisions. Anyone in the business of marketing to this segment should already know this... likely through trial and error. Amazing, however, that so many still try so hard to use old methods to communicate with this population.
I am a strong advocate for advertising. It has an important role to play in the marketing mix. In my opinion, it is most effective when used to reinforce relationships that are already established. (There are also many other factors: targeting, reach, frequency, timing, tone, look and feel, etc.)
Of course, the Internet is a great medium for advertising when it is done right. In many ways, you can distinguish between new and old visitors, purchasers and non-purchasers, etc. An email ad (or -- theoretically speaking -- a pop-up ad... yuck!) might work very well if it is used appropriately and sent to student with whom you have taken the time to developed a relationship. Certainly, I would not suggest blasting a message to a rented list of students. This would be the equivalent of throwing a water balloon at a brick wall.... it is not going to get through. (I know from experience.)
But, the important thing to draw from this new study is the role that friends and family play in the purchase process. This is where the great campaign is hidden. Provide something new, interesting, different and people will talk and recommend it to others. Figure out a way to pull people in, build a relationship and then reap the rewards of your efforts. During this process email will play a role as will email ads. And, don't forget the other emerging methods of communicating: RSS, blogs, podcasting and SMS. As I have said before, smart communicators should be investing in these alternatives. Email is not the only game in town.
In the end, both sides need to get something out of it. And, always be aware that the "friends and family" can punish you as well. The network distributes the information whether it is good or bad! For the latest example of this, you can read about Jeff Jarvis and his recent "customer service problem" with Dell. You never know who you are going to piss off.
For a little bit more on communicating with young people, see Adverblog's "Advertisers and the Generation Y." I read Adverblog a couple times a week (via my RSS Reader). Good stuff there.