Social Media Emerging as a Direct Marketing Channel
Thirty-six percent of the 500 marketers from a variety of industries who responded to a recent survey conducted on behalf of StrongMail Systems said their direct marketing departments own social media.
Twenty-nine percent of respondents of the survey, which was conducted online by Zoomerang between May 21 and June 1, said multiple departments own the social media responsibility. Nine percent reported their public relations departments own social media. Five percent have dedicated social media departments.
The survey also revealed that social media is a hot initiative with e-mail marketers, with 66 percent saying they plan to integrate the two channels in 2009. In addition, 48 percent said they've already formulated strategies for achieving this initiative. Funding is also exceptionally strong for both channels, the survey found. Of marketers planning to increase budgets in 2009, 83 percent will increase spend in e-mail marketing, followed by social media at 62 percent.
There’s still confusion, however, regarding how a social media strategy for e-mail marketing should be implemented, the survey revealed. Fifty-five percent of respondents, for example, reported that one of their biggest challenges with integrating social media and e-mail is determining which metrics to use to measure success. At 48 percent, establishing business goals for such a program is a close second.