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Maximize Your Digital-Marketing Mix: 10 Ways to Integrate Social, Mobile, and Email

by Dan Forootan  |  
February 16, 2010

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 (, a provider of email marketing solutions. He can be reached at

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  • by Merryl Rosenthal Tue Feb 16, 2010 via web

    Thanks for an article that represents a strong collection of excellent basics for inbound marketing.

  • by Kristen T Wed Feb 17, 2010 via web

    Great integration strategy. I never thought of putting links of our product videos into the confirmation emails. Thanks for the idea!

  • by Eddie Fri Feb 19, 2010 via web

    If all of your communications are digital, I would be hard pressed to call it an integrated campaign. Your failure to include a single reference to any traditional media integration is disappointing.
    I have had great success at building my mobile database with direct mail/shortcode integration.
    One huge problem I have with social is that everyting about your consumer is also available to your competitors. What's to stop your competitors from attempting to negatively impact your brand?
    And if you lose control of your message ( Toyota) or are simply not well liked/branded ( The BCS) you are in immediate reactive damage control.

  • by Barbara Fitchitt Fri Jul 2, 2010 via web

    We have really seen the benefits of these simple yet very effective strategies to meet our customers on social media platforms. At first, it seemed a little awkward, but only on our side! Our customers were already adept. It didn't take us long to get very comfortable, largely because these channels work so well.

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