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Why people still prefer email to social when it comes to online campaigns

David Graham
David Graham's passion is business-to-business digital marketing with a specific focus on value networking and inbound marketing. He consults on business-to-business digital marketing strategy and execution, with... More

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According to a survey conducted amongst 560 people in May 2012, Emailvision reported that 50% of respondents placed a higher priority on improving their email marketing campaigns than building their social media communities. Better personalisation of emails was the highest priority for 58% of online marketers followed by 52% who considered an increased number of subscribers their main concern.

Which begs the question, Where should people be investing their online marketing budget in the future?

According to another survey conducted by a prominent professional services company among 717 South African businessmen in October 2011, 90% opted for a weekly email, 36% were interested in joining LinkedIn groups, 21% were happy to receive information via websites, 19% via smartphone and tablet apps and nine percent via its blogs. Eleven percent reported having a Twitter account.

Whilst everyone should communicate with their prospects and clients across all the channels listed above, including Facebook, Youtube, Google+, Pinterest, Slideshare, Foursquare and Instagram, a lot of emphasis is placed in growing our email subscriber base and personalisation of emails. You should also work hard to ensure that specific content is targetted and relevant.

Email is only one of a number of digital channels you should use to generate dialogue around what you have to offer. As long as it is the primary choice for anyone working with your business, you should continue to dedicate time and marketing budget to the medium to enhance the client experience. As preferences change and mature you should ensure that appropriate time and resources are dedicated to the relevant digital channels.