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Social media 'complements' email marketing
Marketing News |
28/04/2010
Social media initiatives can complement email marketing, according to one industry expert.
Jon Maddison, UK country director at marketing services firm Epsilon, told attendees at the recent Internet World exhibition that big brands can get a good return on investment from email marketing as it is getting cheaper year-on-year.
However, rather than relying solely on email marketing efforts, he stated that brands are increasingly seeing email marketing as a "coherent campaign that brings in other channels".
"Your email might be at the heart of what you're doing, but also you're trying to reach people through social media", he added.
Recent research by SocialMediaExaminer highlighted that 91 per cent of marketers are currently using social media as part of their marketing efforts.
The firm's Social Media Marketing Industry Report found that just under a third have been using the medium for a few years.
Posted by Jon Aspinell
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