Posted July 26, 2010 10:25 am by with 7 comments

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Although it comes as no surprise to most, the integration of e-mail campaigns and social media outlets is becoming more popular. Leading the charge are Facebook and Twitter which is probably no surprise either. What is a little surprising is just how quickly the numbers dive with regard to other options for social media integration. The following chart from eROI shows results from a survey they recently conducted (hat tip to MarketingProfs).

With Facebook being the most mainstream option of these outlets its appearance at the top of the list is almost expected. Twitter on the other hand is much more dependent on the type of e-mail recipient because it’s mass appeal is much less than Facebook’s at this time. In other words, Twitter likely skews toward a tech-savvy and generally younger crowd while Facebook hits a more widespread demographic target.

What was interesting was the relative ignorance of the mobile market by these very same marketers. There seems to be confusion on subjects ranging from mobile’s usage amongst these companies’ customers to even how the company itself is utilizing the mobile web for their site in general and marketing as a whole. This points to the whole disconnect issue that happens when industry reporting and predictions leave reality in the dust. Why do you think it has been the “Year of Mobile” for about 7 years now?

OK, so let’s step back for a second. If e-mail is very important and it is a pretty well known fact that there is a large group of consumers that get e-mail on mobile devices (iPhone, BlackBerry, Android and more) shouldn’t marketers be a little more ‘in tune’ with mobile? If you pay attention to most industry reports they already are right? Is there a perception vs. reality divide present here? Is it possible that hype is out-pacing implementation? How can that happen on the Internet ;-)?

As we have warned in the past, it is probably a good thing for companies to make sure they are doing the Internet marketing basics like search and e-mail well before they jet ahead into the mobile space. It’s this rush to get to the next best thing without ever really taking full advantage of the LAST next best thing that gets businesses in trouble online.

So where are you with e-mail, social and mobile? Are all three humming on all cylinders or is there work to be done to bring one or more up to speed? Even when the assumption is that everyone does all of this well and is ready to move on, are you going to stick to the basics or go to the next big thing?

  • I’ve been finding a lot of place may have twitter/facebook integration… but you still have to sign up on their site.. #pointless

  • According to Pew the median age of a Twitter user is 31 and 26 for Facebook.

    I agree with your recommendation to solidify social and email strategies before investing heavily in mobile, however, brands should be addressing mobile basics right now. Far too many websites and applications are inaccessible or pose serious usability challenges. When it comes to mobile, walk before you run.

  • The question is though, as smart phones evolve to bringing a closer experience to desktop email viewing and browsing, isn’t the gap being closed on its own? It’s clear that almost all smart phone owners use their phone to triage emails. Aside from blackberries which fail miserably at displaying graphic rich emails, the experience gets closer to the desktop experience.

    I’m assuming that the true challenge lies in the post click activity, if the website as a mobile friendly counter part….

  • I would say twitter integration is a great thing to any marketing campaign. As a social media tool, you have the opportunity to communicate with your current and prospective customers about what it is you do and what your business does. You can post up information which will hopefully draw interest from other people.

  • joe

    Great article. I love it.

  • To me it was interesting that both Tumblr and StumbleUpon are not higher on the list, not really even given a mention. Not delicious or Technorati either now that I think of it. I guess there is too much overkill for social applications.

  • Camie

    I agree with your recommendation that businesses should integrate social media in their marketing campaigns. If businesses are not already taking advantage of at least Facebook and Twitter, these businesses are truly missing out on great business potential! In using social media, one thing businesses should keep in mind is that outgoing messages must be consistent across all platforms, so they must be very mindful of what is being said. Also, a business should not just start posting messages on a blog trying to sell a product right away. Instead, they first need to get familiar with the audience and what they are talking about. Chiming in to the conversation will help gain credibility and later help them to land a sale.