Social Media 'Works in Harmony with Email Campaigns'

Rather than replacing email as a marketing channel, social media works in harmony with it, new research has found.

A study published by Econsultancy and Adestra revealed that more than a third of marketing professionals use email to encourage the sharing of information on social networking websites, with a further 31 per cent planning to adopt the same tactic.

The survey of 900 digital marketing executives found that 21 per cent are employing email campaigns to encourage customer ratings and reviews, with a further 26 per cent set to follow suit.

In addition, the survey revealed the growing importance of video content in email strategies, with 28 per cent including them in a bid to strengthen customer engagement.

Henry Hyder-Smith, managing director at Adestra, said that social networking sites are becoming increasingly important platforms for marketers to reach consumers, however, they still believe that email campaigns are an effective tool as well.

"Instead of cannibalisation, we are witnessing a solid partnership evolving between the two; email and social media working in harmony to fuel one another," he added.

A recent survey by Practical eCommerce found that Facebook and Twitter are the Social Networking sites of choice for online retailers in the US, with 78 per cent having a presence on the former and 75.6 per cent on the latter.

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