Responsys released a survey of 150 email marketing pros and found that although 53% are promoting their brands through social media, some 48% of the marketers are fairly clueless as to which channels — social media, mobile, email or Web channels — produce optimum results.
Responsys says the results punctuate “the siloed nature of marketing systems and processes in organizations.”
It therefore won’t shock you that Responsys, a San Bruno, Calif., provider of on-demand marketing solutions to travel clients, including Southwest Airlines, Lufthansa, Avis Europe and Continental, has unveiled a new tool, Responsys Interact Campaign for Social Networks to handle social-media marketing with an eye toward integrating Twitter, Facebook and YouTube campaigns etc. into cross-channel marketing efforts.
Also among the survey results:
- In addition to the 53% of respondents who market through social media, another 21% plan to dip their toes in before the end of 2010.
- Only 12% of the marketers surveyed used integrated tools to “design, build, execute and report” multichannel campaigns.
Marketing pros participating in the survey attended the Responsys Leaders Forum EMEA 2010 Feb. 25 in London.
The survey results, including the 48% of marketers who are unaware of how social media promotions fit into their overall campaigns, support the oft-heard complaint — we know we need to be in social media, but we don’t have a real strategy.
Slightly self-serving survey, I do believen.
Companies invest a great deal in their website which in many cases is their only “store” where they showcase products and services. The challenge is to drive people to the website but as we all know, more people in the store will lead to more sales. Corporate employees send emails every day to clients, prospects, friends and others but these are plain emails that do not generate any traffic to the website.
WrapMail – http://www.wrapmail.com – offers a solution that does not require any installation but that seamlessly adds interactive letterheads (designed by the client) to every outgoing email so that each and every one becomes a promotional piece for the company and when clicked delivers the reader to the website. Furthermore the solution tracks the clicks and reports who is clicking on what and when (also in real time), turning the system into a research tool.
This “hidden” advertising medium is probably the most viral available and the least costly, WrapMail only charges $5 per user per month.
@rolv – thanks for your comments. nothing ‘hidden’ about your advertising in the comment though
Pat: I agree.
Self-serving maybe but without an integrated overall marketing approach the results will disappoint and then the tools will be blamed for the failure. It takes a strategy geared towards achieving clearly defined overall marketing objectives before the tactics and tools are deployed.
This reminds me of the pre-web days, when the disconnect used to be between PR, advertising, direct mail resulting in the start of the integrated marketing approach. Now, the same thing needs to happen across all web based tools. The days of silos are past.
Joe: Separate but equal never worked. You can look it up. Yes, integration and integrated marketing campaigns — replete with strategy too:)