ATLANTA – Social and local forms of communication are gaining popularity daily, but a survey by email marketing firm Silverpop shows that email is still playing a crucial role and the email list databases are far larger than their “likes” on Facebook or followers on Twitter. But more and more, marketers are using or plan to use a variety of “mocial” channels to reach customers.
Silverpop found that, on average, respondents’ email list size trumps their number of Facebook likes 70:1 and surpasses Twitter followers 90:1. Of course, social media still has a way to go before it has had the amount of time that email has had to establish a digital presence in the marketer toolbox.
Silverpop polled more than 500 online marketers as part of the survey, which was implemented to gain a better understanding of how marketers are currently using—and plan to use—various mocial channels to communicate with customers. “Mocial” is the buzzy new term for combining social and mobile marketing.
The results showed varying levels of mocial adoption and pinpointed several notable areas in which there is room for growth. These areas include using social and mobile to drive email opt-ins, using preference centers to connect with channel-choosy customers and prospects and the potential of local check-in campaigns to drive business.
Marketers know their audiences are accessing information on many different channels and our research reveals that they are, for the most part, using all of these channels, but are still missing out on the amazing benefits that full and strategic integration can deliver,” explained Silverpop vice president of industry relations Loren McDonald. “While mocial is still in the early stages, the opportunities are tremendous.”
Other key findings include:
More than 75 percent of the marketers polled stated that their campaigns are only somewhat “mocially” integrated or not at all integrated.
Twitter and Facebook dominate the social scene, while only four percent of respondents are currently using location-based services, such as Foursquare and Gowalla, in their marketing efforts.
Only 10 percent of respondents indicated the option of an email opt-in on their Facebook pages.
Similarly, only 4 percent of respondents currently offer email opt-in via SMS and another 13 percent plan to do so.
Somewhat surprisingly, 33 percent of respondents cite having a mobile app, and another 30 percent plan to offer one by 2012.
Complete Silverpop survey results.
See also: The rise of mocial
An infographic on how mobile is changing social
Join hundreds of Marketing Professionals and Internet Execs at Atlanta’s premier Digital event – Digital Summit 2012
www.digitalsummit.com
Related Stories:
- Survey: email marketers say recession not over
- Email, social media marketing top investments planned for 2012
- Survey Says: list turnover challenges email marketers
- Social leads the conversation, but email rules conversion
- Many B2B marketers don’t measure social media impact
© 2011, TechJournal. All rights reserved.
Tags: Atlanta, combining social media, email and mobile, email still crucial, facebook, Foursquare, Gowalla, infographic mobile changing media, Mocial, opt-ins, Silverpop, SMS, survey, the rise of mocial, twitter
There is no doubt that social media is growing right in front of us. Silverpop is an ESP with a lot of expanded features like providing the ability to create web forms easily and get additional pieces of data from your clients on subsequent visits. This product also has a feature that will send your prospects a message at a certain time of day based upon their email reading history. The tool has a lot of email lists marketing features that other traditional ESP (Email Service Providers) do not.
Jim Alamia
Route 72 Systems