Though the adoption of sophisticated mobile devices continues to climb, the integration of mobile marketing into email and online programs is still low: Less than one-third of marketers say mobile-optimized experiences are relevant to their email audiences, but nearly two-thirds say they are integrating social technologies into their email efforts, according to a survey from eROI.
Among marketers now integrating social network links and tools into their email marketing campaigns, Facebook is the most-widely integrated channel (91.0%), followed by Twitter (83.9%), LinkedIn (48.0%), and YouTube (34.1%).
In addition, 59.1% of surveyed marketers say they are integrating "share with your network" links into their email messages.
Among those marketers who don't integrate social media into their email campaigns, 35.2% cite a lack of resources and 21.4% cite a lack of knowledge.
Below, other findings from The Current State of Social, Mobile, and Email Integration.
Measuring Social Media Success
Overall, 73.7% of marketers say social media is having a positive effect on their marketing efforts.
Asked what metrics they use to measure social media performance, marketers cite the following:
- Levels of friends and followers: 65.5%
- Website traffic driven by social channels: 59.5%
- Mentions: 39.0%
Fewer marketers are tracking bottom-line metrics:
- New leads generated: 35.7%
- Sales: 28.5%
Brand awareness remains a key driver of social media use: 40.6% of marketers say it's their primary goal for implementing social media marketing this year, whereas 15.0% cite lead generation and 13.3% cite sales.
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Integration of Mobile Marketing
Mobile marketing lags behind social media in email integration: Just 31.4% of marketers say mobile-optimized experiences matter to their email audiences.
Another 24.5% say they are now testing to determine the importance of mobile marketing for their business, and 14.8% say an optimized mobile experience isn't relevant to them.
Marketers lack the necessary knowledge to develop mobile programs: 63.0% say they don't measure the use or prevalence of mobile devices among their email subscribers; another 11.5% say they're not sure whether they do.
Even fewer marketers (23%) have mobile-optimized websites or landing pages (i.e., mobile compliant sites that work consistently across all mobile operating systems). Among those who do...
- 68.0% provide limited versions of their websites for a mobile audience.
- 32.0% offer their entire site in a mobile-optimized format.
Slightly more marketers (25%) say they are offering mobile-optimized versions of their email marketing messages.
About the data: Findings are from an online survey of more than 500 B2B and B2C marketers in April 2010, conducted by eROI.