Marketers exploit cross-channel marketing techniques
Posted on 24/06/2009
A new survey reveals that marketers are increasingly incorporating email and social networking websites into their campaign strategies.
Two-thirds (66 per cent) of marketers surveyed said they plan to make use of email and social networks together as part of their marketing campaigns this year, with almost half (48 per cent) having already done so.
Around 62 per cent of respondents said they plan to boost their social media expenditure this year, while 83 per cent expect to increase their spending on email marketing.
There are a number of obstacles marketers are facing in implementing cross-channel campaigns however, with 55 per cent citing a lack of adequate metrics as a barrier to using email together with social networks.
"This new survey data confirms direct marketers' intent to integrate email with social media," said Ryan Deutsch, vice president of strategic services and market development at StrongMail.
"Leveraging social media is a valuable tool for meeting direct marketing objectives," he added.
A recent survey by Eyeblaster and TNS found that two-thirds (67 per cent) of marketers are running cross-channel marketing campaigns.
Posted on 24/06/2009
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