Right to reply: Ben and Jerry drop vital ingredient in the UK marketing mix
- Added:
- Jul 21, 2010
Ben & Jerry's recently dropped its email marketing in the UK to concentrate solely on social media. Should this become a trend across other big brands, it would spell disaster for their marketing efforts, argues Paul Bates, MD at Strongmail.
Focusing on one customer channel is a very short-sighted approach. Email and social media both have unique benefits and are significantly more powerful when used together. By integrating social features and exclusive offers, companies could improve the value of their email programmes for their subscribers and ultimately boost customer acquisition.
Social cannot yet stand alone as a marketing solution; it needs email to make it work as a direct channel. Google and Microsoft are integrating social functionality into Gmail and Outlook respectively, a measure that will enhance the customer's view of email and social media as mutually compatible.
Viral marketing programs are set to become exponentially more powerful, and email marketers should prepare for this shift by developing an integrated marketing strategy for the two channels now.
By Paul Bates
UK MD
StrongMail
www.strongmail.com
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