In 2003, with the introduction of MySpace, the way we communicate with one another drastically changed.
Last year, MarketingSherpa ran a survey to help it better understand society’s perception of social media regarding its role in marketing communications. What did these marketing experts discover, you ask? They found that 97 percent of respondents use social media platforms, like MySpace, Linkedin, Twitter, and Facebook as complimentary marketing mediums to the current communication king – email.
So why are email service providers like ExactTarget not threatened with the rise in social media usage? The answer is simple. Email, as a means of communication, allows social networking sites to send relevant information to its users. Social media enterprises have realized the convenience and effectiveness of email – hence the reason you receive an automated email when someone posts on you Facebook wall or sends you a Linkedin connection request. Essentially, your personal email account funnels all activity that occurs throughout your numerous social media accounts into one location. For this reason, email isn't going anywhere – at least anytime soon.
So where does ExactTarget fit in this picture? We fully understand the importance of social media and its ability to expand the reach of your email marketing campaign. For example, another resource that should be added to your marketing arsenal, as a means of facilitating subscriber list growth, is the social forward feature.
In the past few years social media has emerged as an effective tool in the marketing world, however, we agree with the 97 percent that still find email is the primary means of marketing communication.
Just because everything is different doesn't mean anything has changed. – Irene Peter
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