Email or Social Marketing

Email or Social Marketing – Why Not Both?

There are numerous objectives of marketing. Today, it’s my opinion that email marketing is your primary marketing tool. No other marketing initiative allows you as a marketer to send your message to your target on your time parameter, BOOM.

Email marketing can be used to drive a variety of initiatives.

1)   Brand Building

2)   Customer Acquisition

3)   Customer Retention

4)   Product Release

In fact, email can be used in every area of marketing. There are many that suggest that social media marketing works hand in hand with email and we at Raven5 are part of this contingent.

Marketers have to keep in mind that the game has changed; consumers and your customers really control the message. If you’re of the opinion consumers don’t control the message, they certainly control the platforms and when these messages are deployed. Social really leaves the consumer in the control center.

Here are a few ways that social media marketing can assist your email marketing program.

1)   Refine messages

2)   Build lists

3)   Expand reach

4)   Engage personally

5)   Engage continually

6)   Build brand

7)   Faster program deployment

8)   Segment specific targets

9)   Extend Campaigns

These are great additions, refine, build, expand, engage, segment, extend, and there is much evidence to support this process.

I’m sure the team at Facebook would like to suggest that it’s the other way around, and that email supports social media marketing. But, it’s clear at the moment, email is king of communication.  Our experience with Contest Marketing shows us that email is our primary driver, while social media marketing provides valuable extension and engagement. Social Media Marketing expands and extends the reach of email programs, making social media an important member of the king’s court.

Michael Bickerton, Raven5 Ltd, Oakville Ontario, December 2013

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