Almost every marketing team around the world has dedicated email and social media channels to work with, such is the digital landscape’s development in the last few years.

However, there is always room for firms to combine different strategies together, according to founder and chief executive officer of Boomerang Zachary Smith.

Writing in Direct Marketing News, the expert said many companies feel they have a coordinated approach to different campaigns, but this is rarely the case.

Mr Smith believes that if a company is treating email and social media as parallel channels to push branded content it is missing out.

He added: “A great multichannel marketing strategy embraces the unique opportunities provided by two very different mediums and leverages one channel to boost the other.”

A March poll of small businesses in the US by Constant Contact showed that firms are beginning to incorporate social media and email marketing into their mobile efforts. Indeed, between 71 and 73 per cent of respondents said they use social media and email marketing to aid mobile strategies.

Additional offline strategies such as exhibiting at tradeshows, inviting guests to a seminar or the distribution of promotional items such as printed pens should also be considered as part of a firm’s Marketing Mix.

Success in social media starts with email, Direct Marketing News

Posted by Robin McCrink