How Companies are using Social, Mobile, Local and Email

SILVERPOP
MOCIAL SURVEY:
How Companies
Are Using Social,
Mobile, Local
and EmailA Silverpop White Paper
Email.Marketing.AutomationWHITE PAPER
Silverpop Mocial Survey:
How Companies Are Using Social, Mobile, Local and Emailuccessful marketers know that they need to go where their customers are. But in today's world gone "mocial," in which mobile, social and local forms of communication mix and mingle with email in new and unexpected ways, where exactly is that?STo gain a better understanding of how today's marketers are using-and plan to use-various mocial mediums to communicate with customers, Silverpop polled more than 500 online marketers regarding their use of social, email, mobile and local forms of communication. We found varying levels of mocial adoption and pinpointed several notable areas in which there is room for growth.
Study Findings and Summary leveraged to reinforce each other. According to Silverpop's survey, most marketers are making some effort toward achieving integrated campaigns While usage patterns and best practices are still developing in the mocial across channels, but there is still ample room for improvement. When world, Silverpop's survey identified several key trends: respondents were asked to indicate the level of integration within their . Few companies are using social and mobile to drive email marketing initiatives, only 17 percent indicated full integration across opt-ins. Despite the opportunity to drive new customers to the email their email, social and mobile programs. channel, only about one in 10 companies are offering an email opt- To achieve maximum impact, you should aim to integrate mocial efforts in on their Facebook pages-and even less use SMS to increase whenever possible, capturing email addresses via Facebook, driving your email subscriptions. Twitter followers to your blog with a teaser tweet, and blogging about an . Email lists still trump Facebook and Twitter followers. Though exclusive SMS promotion-and vice versa.the average ratio of email subscribers to Facebook likes or Twitter followers varies based on industry and company size, companies across the board average several times the number of email sub-scribers to Facebook/Twitter members-and in many cases the ratio is 50:1 or greater. . Mobile marketing initiatives are still evolving. Although the majority of respondents plans to unroll mobile apps by the end of 2012, only about 1 in 10 foresees their company using local check-ins.. Preference centers have room for improvement. The only constant among the channels offered in preference centers is email, leaving plenty of opportunity for savvy marketers to connect with channel-choosy customers and prospects by providing additional options. . Mocial planning and integration is in the early stages. Few respondents said their marketing programs are fully integrated, and most are still wrestling with how to measure and evaluate these initiatives.
Overall Channel Integration According to Compete.com, more than 250 million active users log on Goals, Measurement and Tracking to Facebook on any given day-it has become the second most popular Just like anything else in marketing, as something grows, you want to destination on the Web. Chatting, tweeting, texting, checking in and even measure it. Mocial is no different. You should be aligning your mocial conducting business on mobile devices is the norm, and smart phone apps metrics with the key performance indicators your company is already are moving users off the Web. The world has gone mocial, and marketers familiar with. Paying attention to more traditional metrics such as must upgrade their programs to keep up. exposure, influence and engagement is important when evaluating Email, mobile, social media and location-based services each have their the success of these channels, but you should also keep an eye on own special place in a successful marketing campaign and should be conversions and revenue growth.
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Silverpop's mocial study reveals that marketers are currently placing As consumers become increasingly "channel-choosy"-preferring SMS the greatest emphasis on quantity, with half of survey respondents for flight delay notifications, email for... [download for more]