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Email and social media 'should be used in co-ordination'
Marketing News |
25/02/2010
Marketing professionals can integrate a number of channels as they strive to maximise consumer retention, it has been suggested.
Industry commentator Simm Jenkins said that both email marketing and social networking sites can be used to keep people up-to-date with the latest product and industry news.
Writing for ClickZ, he explained that the two channels may complement each other, with email being used to draw attention to a Facebook page or Twitter account, and vice-versa.
"Reminding your fans and followers that you offer great value via email is a no-brainer yet rarely done," Mr Jenkins commented.
Equally, he said that social media is "under-utilised" in terms of encouraging consumers to sign up for email marketing lists.
However, he reminded firms of the need to include different content across the two mediums in order to retain reader interest in each.
Last month, the Direct Marketing Association reported that TV and online marketing materials can prove highly complementary to one another.
Posted by Jon Aspinell
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