Social media channels as important as media content

Published September 18, 2014 at 6:34 am

For years there has been a great deal of talk about using social media to engage with customers. However, certain audiences may use social media channels and email in different ways. Knowing who is using a particular channel can go a long way when developing effective campaign marketing.

According to an article from Internet Retailer, eMarketer reports that 97 percent of respondents to a survey of B2B buyers said they primarily used email to obtain information about product research. Although this audience uses social media, they prefer to communicate via email.

When it came to viewing content, the report detailed that according to IDG Global Solutions, more than half of B2B buyers conduct research about purchasing decisions using their mobile phones. In addition to accounting for the type of content being created for these audiences, marketers must also consider how it will be consumed.

The use of social media channels and email to share information may vary between audiences, whether the industry is B2B or B2C, highlighting the importance of knowing your customers and which channels they prefer to use for communication. By targeting the right channels, marketers take a step toward getting the message out in front of the most relevant people.

When it comes to considering how to best reach an audience, many factors come into play, from the audience itself, to the information they are looking for and their preferred method of sharing such information. All of these components are important elements in determining a comprehensive multi-channel marketing campaign. Automated marketing software helps marketing teams distribute campaigns across multiple channels, helping to ensure the right messages reach the right audience at the right time.