Choose speciality channel:   Choose sector channel:     Search the site

Industry Research


Social Media emerging as a Direct Marketing channel

Social Media emerging as a Direct Marketing channel

Social Media is emerging as a Direct Marketing channel with marketers planning significant investment in email marketing and social media programs in the second half of 2009.

So say the findings of a new report from email marketing company StrongMail Systems, Inc. The results are based on data from more than 500 marketers who responded to an online survey from May 21 to June 1, 2009.

According to the survey, there is still a wide-spread land-grab for ownership of social media within the various facets of marketing, with 29% of respondents stating that responsibility is owned by multiple departments.

However, social media appears to be emerging as a direct channel with 36% of survey respondents stating that the direct marketing department owns social media.

Surprisingly, only 9% of the respondents report that social media is owned by public relations departments, suggesting that marketing teams value social media more for its demand generation potential than awareness building. A paltry 5% have a dedicated social media department.

The survey also revealed that social media is a hot initiative with email marketers, with 66% planning to integrate the two channels in 2009, and 48% who have already formulated a strategy for achieving this initiative.

Funding is also exceptionally strong for both channels. Of marketers planning to increase budgets in 2009, 83% will increase spend in email marketing, followed by social media at 62%.

The increased focus and investment in social media underscores the importance of applying resources properly; however, there is still widespread confusion regarding how a social media strategy for email marketing should be implemented.

Some 55% of respondents report that one of their biggest challenges with integrating social media and email marketing is determining metrics by which to measure success. At 48%, establishing business goals for the program is a close second.

StrongMail believes that the intrinsic interconnection between social media and email make it an ideal direct channel. Email continues to drive engagement in social networks by alerting members of new content and updates, and the ability to communicate relevant messages within social networks is critical to a business' success in the medium.

"This new survey data confirms direct marketers' intent to integrate email with social media, and our three-pronged framework will help ensure that they are able to capitalize on its full potential," said vice president of strategic services and market development, Ryan Deutsch.

"Leveraging social media is a valuable tool for meeting direct marketing objectives, but, like any good direct marketing campaign, they need to be tied to metrics such as purchases, new customer acquisition or customer retention. The metrics should be in line with the business's overall direct marketing objectives."

Survey Methodology The StrongMail "2009 Marketing Trends" survey was conducted online by Zoomerang on behalf of StrongMail Systems. The poll, which gathered feedback from over 500 marketing executives in a wide range of industries, was conducted from May 21 to June 1, 2009.

Become a master of Social Media Marketing by signing up for the UTalkMarketing Social Media Master Class.

drug coupons transfer prescription coupon pet prescription discount card
order abortion pill online abortion pill misoprostol abortion
free prescription drug cards cialis coupons and discounts free cialis coupons
cialis prescription coupon site cialis coupons from lilly
abortion pics abortion clinics in miami abortion laws by state
cialis coupons from lilly free coupon for cialis
discount prescriptions coupons prescription card discount
free prescription drug cards free prescription discount cards
cialis price store generic cialis source
cialis coupons and discounts read coupon
tadalafilt tadalafilo
zithromax dogs zithromax 200mg 5ml suspension zithromax antibiotikum
levodopa carbidopa entacapone bioequivalence carbidopa levodopa entacapone combination carbidopa levodopa entacapone combination
manufacturer coupons for prescription drugs cialis coupon codes coupons cialis
depakin bustine depakin 300 depakin 300

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.