The internet has revolutionized the way companies communicate with their customers and how they build their company branding. In the past, customers could only share their impressions about a product or service with people they knew – friends and family. Now, with the advance of internet and new media, customers can spread their stories with the world and so can companies.

But how to choose the best internet marketing strategy to communicate with customers and potential leads? Like anything related with marketing, there is no single answer for this question. The most important thing is to know your target and find out the internet marketing strategy that better reach them. However, a study commissioned by ExactTarget reveals some interesting numbers.

According to the study, Americans prefer getting information about companies and services through digital media like e-mail and text message rather than direct mail. Consumers prefer e-mail at a rate of three-to-one over any other channel.

But it’s still important to get customers permission before sending a marketing message, especially when using social media networking. For 70% of Facebook users, it’s not ok to get a marketing message without permission even when they join the brand’s group and become fan of it on Facebook.

Therefore, although the internet has facilitated the communication between companies and customers and the way that companies build their company branding, it’s still crucial to know your target and be careful about how to approach them.