Nowadays, I feel intimidated to post anything on Facebook because my whole family is on it, more the activity the more I get questioned. Now the question is not why my whole family is in Social media, the one to be noticed is, irrespective of demographics, gender and race, everyone is on Social media!
So, does that mean all the companies can go ahead and promote, market their products online? The obvious answer would be “Yes” but I’m sorry that isn’t the case. Still old analog style of sending email for promotion works better than the current trend of Social media marketing. Basically say, companies are using online channels to promote expecting better response at lower costs. But contrary to the current belief, it is still old-style email marketing that rules the campaign world.
Salesforce study shows that email customers are more valuable than the rest. Facebook customers are average, and Twitter customers are less valuable than average.
It also says that 44% of email recipients made at least one purchase last year based on a promotional email and also 72% of B2B buyers are most likely to share useful content via email. If you are still not convinced then there is more news for you, social sharing buttons in email have a 158% higher click-through rate. But the most important is THE NUMBER, as of 2013 there were 3.6 billion email accounts.
Now we all know, the question in your mind would be why email marketing is successful over the Social media marketing? If we have got your question right then the three important reasons are:
- The indomitable number: eMail has nearly three times as many user accounts as Facebook and Twitter combined. Not just that, infact the Facebook and Twitter combined would be 0.2% of email sent everyday, this includes no spam email and this makes email more lucrative option for marketers.
- The one-on-one interaction: There is no personal medium than an email for business. Have you ever seen a businessman not opening up emai? But, you might have very well seen him not open anyone of the social media sites. This point also proves the importance of an email over social media marketing.
- The transaction medium: eMail, right from the beginning has remained as the transactional medium. Marketers over the years have trained people to take ad through email and therefore there is a high tolerance for email ads, now think of advertisements when you are chatting over Facebook!
To sum it up, Social media has less accounts and they are more for non-business activity. Marketing messages gets less attention and they grab less eye balls than an email.
If you still don’t agree to this, I invite you to leave a comment below and also would love to hear how you do your online marketing.
This blog is authored by Alagiri Samy, Analytics Consultant at BRIDGEi2i
About BRIDGEi2i: BRIDGEi2i provides Business Analytics Solutions to enterprises globally, enabling them to achieve accelerated business impact harnessing the power of data. Our analytics services and technology solutions enable business managers to consume more meaningful information from big data, generate actionable insights from complex business problems and make data driven decisions across pan-enterprise processes to create sustainable business impact. To know more visit www.bridgei2i.com
The views and opinions expressed in this article are those of the author and do not necessarily reflect the official position or viewpoint of BRIDGEi2i.