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Direct marketing professionals should use email to enhance social media and
trigger advocates to share content through websites such as Facebook and
Twitter.
Jon Maddison, a spokesperson for Epsilon International, told utalkmarketing.com
that this approach would overcome social media's biggest challenge –
measurability – as users would be able to sign up to receive tailored email
messages.
"Recipients that like the offer are invited to post it to their
Facebook page
and to provide an incentive, they will be entered into a competition to win the
product. The poster's friends repeat this process, generating a healthy stream
of new acquisitions for the company's email programme along the way," he stated.
Through website analytics, take-up of the product would be tracked, meaning that
the direct marketing professional can calculate a return on investment for that
product and also see if there have been other sales from the original
recipient's friends.
Brands which decide to use email marketing need to gain the trust of consumers
in order for the channel to work well, according to a blog posting on
MediaPost.com.
Source: dma.org.uk |
