Online direct marketing should be 'choreographed'

As online direct marketing evolves, companies are being encouraged to ensure that their email marketing and social media efforts are well thought out.
Writing on Media Post, Erick Mott said social media and emails can be used to increase engagement with consumers.

However, he warned: "Marketers need to think beyond a batch-and-blast email marketing mentality to a choreographed and integrated approach that is in synch with target audiences."

Instead marketers should work to merge social media and email marketing, he suggested.

Mr Mott also added that companies should manage negative online comments about their company in the same way as they would manage similar comments via other channels.

"Each comment via social media is unique, but if you can evaluate each comment and determine a correct response in a timely manner, you are on your way to serving people and helping your brand," he noted.

Earlier this week, in a column for Search Engine Watch, Michael Bonfils said marketers need to ensure that they have a thorough understanding of their audience.
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