Online marketing is not about one channel or even one platform. The web has and will continue to fundamentally alter what marketing and customer service means both to advertisers and consumers. To both parties, the web offers more freedom, creativity and accessibility. On the marketer’s side, the reality of a multi-channel world requires a lot more than just adapting traditional marketing tactics from old media channels. It means changing how we think and act.
For the consumer, it means a fundamental shift of power has occurred putting them in the driving seat and the onus on brands to be where the consumer wants them with what they want, when they want it.
A holistic approach is now required to ensure that a brand is reaching consumers and that includes the art of listening as much as it does pitching. Both email and social media are indeed two-way communication channels, but only if you are really listening. If you aren’t listening to both channels then you are only getting half the value from them.
The most exciting thing to me about social and email marketing is that they go so well together. Not only do they compliment each other well, but they open up a world of possibilities and bring up the level of service for the customer in both pre-sales and post-sales support. People can get quick answers while researching a sale and fast help if they need it afterwards — that’s a good thing for the consumer and for the brand. Social and email channels can be employed effectively to provide better experiences and stronger relationships.
Those in the marketing industry can’t get cocky about what we do and don’t know about any of these channels. How often do you read a new survey which indicates that too few are leveraging such things as email segmentation, social monitoring or even something as seemingly revolutionary as mobile marketing via smartphones? Are marketers talking the walk when it comes to the new multi-channel world we now live in?
A reality check is always a good thing and apparently one has just been issued via a survey from Leads United (LEWIS PR) of Antwerp, Belgium. According to a survey of 70 marketing and communications professionals in Belgium, it seems social media is a channel they may be missing the boat on.
Here’s a quick snapshot of some stats from the survey:
- Only 27% of respondent’s companies have a social media policy in place
- Only 16% of the interviewed “communication professionals” use social media for crisis communication
- Only 46% of the interviewed parties actually use social media monitoring
Even if your company is primarily focused on email marketing, you still should have the above bases covered, don’t you think?
You can read J-P De Clerk’s analysis of the survey results here.
While you are there, read up on Social Media Day in Antwerp on June 30th! A great place for you to network with social marketing pros such as Olivier Blanchard – he’ll be conducting a workshop on social media at the event!