Email Or Social Marketing?
If you deny the inevitable digital shift that is currently taking place in the world, then you're about to be left behind. Digital marketing platforms are one of the most important factors when it comes to ecommerce, but which platform is the best? Should we send email campaigns or promote on Facebook?
Most people have used email since it's inception and are perfectly happy with how it's working out for them, but there's a constant nagging idea that maybe social media would be better at reaching new customers. Email is easy, cheap and effective; mailing lists can be created quickly, integration with customers is simple and opt-in features make email a form of consensual marketing. Social media is fun, also cheap and improves SEO; pages can reach huge amounts of "fans", immediate interaction is available with a big group of consumers and opportunities are created to network and engage with a wide audience.
In 2012, email marketing spend went up by 60% due to a delivery of 4000% ROI. Despite these impressive figures, social media statistics seem even more remarkable, with small to medium-sized business projected to increase their social media budgets by 100% bring the total social media marketing budget to around $4.7bn in 2012. When you consider that 70% of businesses include a social media marketing strategy in their business plan and the overall share social media has in the digital marketing budget is 13.7% (2011), it's not hard to understand why social marketing is so popular.
In a study investigating the most popular online activities, the results were as follows: 94% of people go online to send or read email, 83% go online to use a search engine, 81% go online to check the weather, 75% go online to get the news but only 61% of people go online specifically to use social media sites. With these results, we can assume that sending an email is 33% more beneficial than posting to a social network. In any age group, email related activities occur more frequently than social media related activities and 75% of all online adults have admitted that email is their preferred marketing method.
It's all well and good investigating marketing methods and how effective they are, but first you need to know exactly what you're getting from a certain platform to know whether or not it will work for your campaign. Email marketing shines when you may require list management, reports, analytics and an auto-responder. Social media marketing may be better for you if you're looking to get your messages out without delivery issues and get content shared quickly and cleanly. Whatever you decide, make sure your decision is completely informed and right for your business. The more you understand your marketing platform, the better the success will be from it.
Sarah Woodjetts Internet Expert and Ecommerce Consultant blogs on the internet and ecommerce.
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