We’ve added a new whitepaper to our library from eROI: The Current State of Social, Mobile & Email Integration
Here’s the skinny:
Publish Date: 2010
Number of Pages: 9
What you are going to learn:
Thinking social, mobile and email? We all are. This white paper has some relevant research that will get you thinking about how to integrate these 3 channels.
Topic covered:
- The current state of social, mobile and email
- How marketers are currently integrating mobile marketing
- How important to marketers is integrating social media
- What are the opportunities to better integrate mobile and social
Email, social networks and mobile devices have all become a staple in most of our lives. Here are a few quick facts about the three landscapes in the U.S.:
• 97% of US households use email (e-Dialog, 2010)
• 75% of internet connected homes use social networks
(61.5% of all US Households) (Nielsen, 2010)
• 91% of the US population uses a mobile device (CTIA, 2010)
• 23% use a smart phone (Frank N. Magid Associates, 2010)
Observation makes it apparent that not only are all three media being widely used, but many are using a combination of all three –email on mobile devices, email within social
networks and social networks on mobile devices. Knowing that the opportunity to provide a truly, integrated customer experience exists using these media, eROI wondered if the
general marketing community was taking advantage of it. And if they weren’t, were there any simple changes that could be made to their marketing plans so that they could do so?
The Study
In April of 2010 we conducted a study of more than 500 marketers. An online survey was distributed via the eROI in-house e-mail list, Twitter, Facebook and all associated reposts,
retweets and forwards. The respondent profile was nearly equal parts B2B marketers (39%), B2C marketers (31%), and those who are both B2B and B2C marketers (30%).
In the first portion of the survey, we asked marketers to look at the impact of mobile marketing on their overall marketing strategy and specifically how it influences their email and
web marketing programs.
In the second portion, we asked those same marketers to identify the importance and impact of social networks in relation to their email and web marketing efforts.
Once we had the results of the survey, and a good understanding of how marketers were using email, mobile and social, we were able to identify some options that marketers can
incorporate into their planning to make the most of these integrated opportunities.
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