Business are increasingly using social media to complement existing
promotional channels such as direct mail and email marketing, it has been
reported.
Kevin Dendy, commercial director at the Direct Marketing Association, said the
channel will continue to gain in importance throughout 2010.
Referring to the use of sites such as Twitter, MySpace and Facebook, he noted
that the channel is definitely becoming "more mainstream".
However, Mr Dendy claimed that the best results are witnessed when social media
campaigns are integrated with other channels such as email marketing.
"The multiple campaign is still the winner, rather than single channel," he
added.
According to a recent study conducted by Unica, over a quarter of marketers will
be using social media by the end of the year.
The firm reported that marketers are using social media to engage with
increasingly IT-friendly consumers.
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