Who would have imagined even a few years ago we'd be talking about multitasking entertainment and media consumption? Sitting down to watch TV or waiting in line used to be a singular activity. In today's omnichannel world—where consumers access 24/7 content across channels—it seems natural for them to use whatever device is handy to get what they need, or more than one. But are you making the most of this behavior when engaging with your customers and prospects?
Most marketers see email as a critical revenue generator, or at least as an effective way to engage their customers over time. As such, some think the bigger their email list is, the better. After all, each email sent represents potential income. While growth is important, it's also crucial to consider the damage a big, unengaged list can do to your brand's email reputation.
Marketers tend to think of social media as a channel in-and-of-itself—a way to engage, interact and dialogue. But what every marketer should know is each social network or platform has its own requirements. Social is not "done" by creating some content blurbs, posting some video and calling it a day.
Following the trend toward holistic online marketing, more companies are leveraging social networks for better search engine marketing (SEM) performance. Jeannette Kocsis, vice president of digital marketing at San Antonio-based direct and targeted marketing solutions provider Harte-Hanks Inc., says the foundation for getting optimal results from social networking includes integrating paid and natural search, thinking like a consumer and building your networks from the outside in to create a desirable user experience. Here, she goes into further detail on the opportunities and challenges of adding social media networks to your SEM game plan. Target Marketing: How can marketers leverage social media for SEM? Jeannette Kocsis: A major