As a result of media overload, brands are having an increasingly difficult time developing memorable and unique customer relationships. But with the influence of e-mail marketing and the emergence of social media, companies now have the ability to communicate with customers online in the mediums where they spend most of their time.
Forrester Research predicts that in the next four years, e-mail users will go from 145 million to 153 million. In that same time frame, social media will see the fastest growth of any online media with spending projected to reach $3.1 billion by 2014.
By combining e-mail and social media tactics, brands can help drive consumer acquisition and engagement.
Some tips to help brands navigate the email and social landscape are:
Deliver a consistent message across both email and social mediums. If you are promoting one offer in e-mail, promote the same offer through your social media presence. Conflicting messages can cause confusion amongst your customers.
Promote e-mail subscriptions on your social network platforms. Use sign-up forms, landing pages or custom applications to acquire e-mail addresses that will ultimately result in extending your customer reach.
Develop a community. E-mail and social media efforts are all about customer engagement. If you are not showing your customers that you are listening to them, then your efforts are for naught.
What are some ways that your brand has integrated its marketing plan across different mediums?