Email Summit: Integrating mobile, social and email marketing channels
The MarketingSherpa Email Summit 2012 audience was treated to Brian Solis, author of The End of Business as Usual: Rewire the way you work to succeed in the customer revolution.
He opened with the idea that the real marketing challenge is the culture of the organization, and he provided a phrase he uses to describe this:
“Digital Darwinism is the evolution of consumer behavior when society and technology evolve faster than your ability to adapt.”
Another big idea he offered was “social media is the new normal.” He continued that, “Social media is different than other media channels before it. Here, it’s about relationships, recognition, engagement, value and help.”
As you might guess from this set-up, the intro of Brian’s talk focused on social media and the mobile experience, and he offered many data points, such as:
- More than 350 million Facebook users access the platform via mobile devices
- Daily mobile social networking grew 58% in 2011
- Accessing social platforms via mobile browser is up 25%
- Accessing social platforms via mobile apps is up 126%
And given these numbers, Brian offered a chart that illustrates that the “connected consumer” isn’t limited to a certain age group:
Brian said, “My mother uses Facebook more than I could ever hope to use it. I may have to opt out of her feed.”
The mobile and social introduction led into the main theme of the keynote: integrating all the channels including social, mobile and email.
He presented this slide to the audience:
Integrating the channels
Brian then pointed out that email marketing and social media are the top beneficiaries of 2012 marketing budgets, which points where practitioners are focusing.
Social and mobile have the high-growth numbers, but by no means are they taking away from email. Instead, the idea is to integrate marketing channels. Social and mobile should work with email marketing to improve overall marketing efforts.
In fact, Brian offered a few more data points:
- 70% of business executives plan to integrate social media marketing efforts with email in 2012
- 44% plan to integrate mobile within email campaigns
- Social sharing boosts email marketing engagement 115%
Digital marketing should be about making connections through all these different touch points, and all three channels should work together to connect with your customer or prospect in different ways. Brian described the world we now live in as an “egosystem,” where we expect real-time experiences, including marketing, to work in our favor.
“This is the end of the destination Web. Taking people from an interactive egosystem to a static dead-end equals fail,” says Brian.
To conclude the keynote address, Brian provided eight points to create an integrated digital marketing strategy.
The future of integrated media comes down to:
- Making email matter again
- Establishing a connect-worthy and shareable presence
- Rewarding consumers for their connection
- Reinforcing value
- Defining and integrating experiences
- Meaningful engagement
- Content creation (Keep it significant and sharable — K.I.S.S.)
- Intelligence + Personalization: Listening > Learning > Segmenting