Brands are employing social media to work alongside email campaigns rather
than to replace them in their online marketing strategies, new research has
shown.
A study by Econsultancy and Adestra found that 37 per cent of firms are using
email to encourage the sharing of information on social networking sites, with
31 per cent planning to do the same.
In addition, brands are employing email to encourage user-generated comment and
reviews, with a further 26 per cent set to follow suit.
The research also highlighted the growing importance of video content in online
marketing campaigns, with more than a quarter of firms including video in their
email drives.
Henry Hyder-Smith, managing director at Adestra, said: "instead of
cannibalisation, we are witnessing a solid partnership evolving between the two."
Nathan McDonald, managing partner at we are social, recently highlighted the
importance of integrating social media with other online marketing channels in
order to maximise its effectiveness.
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