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Social, Mobile and Email Integration: Maximizing Your Digital Marketing Mix
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By Dan Forootan

When marketers evaluate all of the digital communication channels at their disposal, they’re faced with a rich array of choices including the latest in social and mobile marketing. Social media marketing includes participation on social networking websites such as: Facebook, LinkedIn, MySpace, video and photo sharing websites including YouTube and Flickr, blogging, microblogging (Twitter), podcasts, forums, product reviews (Amazon) and social bookmarking websites. Like email marketing, these 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 wherein 102 CMOs were asked to rate the relative effectiveness of digital marketing media. While most respondents, or 78 percent, found email marketing most effective, online communities and blogs were also successful for 33 percent of the respondents, a strong statistic considering the low cost of entry and relatively young nature of social media. Most online consumers engage with a variety of online communications and activities and have different preferences and tastes. Studies like this 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 all of these complementary media outlets – email, social networks and mobile marketing – to most effectively connect and communicate with their current and prospective customers.

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Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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