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When marketers evaluate all the digital communication channels at their disposal, they're faced with a rich array of choices, including the latest in social-media and mobile marketing.

Social-media marketing includes participation on social-networking websites, such as Facebook, LinkedIn, and MySpace; video- and photo-sharing websites, including YouTube and Flickr; blogging; microblogging (e.g., Twitter); podcasts; forums; product reviews, such as those on Amazon; and social-bookmarking websites.

Like email marketing, those channels help companies disseminate information to large audiences rapidly and cost-effectively.

Omniture and The CMO Club conducted a Digital Marketing Survey in May of 2009, asking 102 CMOs to rate the relative effectiveness of digital-marketing media.

Most respondents, 78%, found email marketing most effective, while 33% had success with online communities and blogs.

Most online consumers engage with a variety of online communications and activities, and they have different preferences and tastes. The Digital Marketing Survey and others underscore the importance of including a full range of interactive- and mobile-marketing vehicles in your digital-marketing campaigns.

Today's businesses should be using complementary media—email, social networks, and mobile—to most effectively connect and communicate with their current and prospective customers.

Networking With Customers

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Dan Forootan is president of StreamSend Email Marketing (www.streamsend.com), a provider of email marketing solutions. He can be reached at dforootan@streamsend.com.