By Alexandra Smith
Lyris advises marketers to leverage their efforts across three channels, fulfilling the goal of “surround sound marketing,” aka integrated marketing.
In Issue 2 of Marketing Business series, Lyris challenges marketers to reach their consumers through email, mobile, and social outlets. Lyris still contends that email marketing is far from over and stresses the importance of leveraging all three channels.
Lyris acknowledges that some markets do not benefit greatly from social media; however, leveraging social with another channel often yields greater success. If you market through social media, keep in mind, you’re also a mobile marketer – this is due to the rapid increase in smartphone use.
Social media: Where are your consumers?
Identify which social networks your prospects and market are using prior to dedicating effort to a particular network or plastering social media icons on your emails.
- Where in the market does your brand lie?
- What motivates particular consumers?
- Where do these types of consumers live in the social media realm?
- These factors are key to establishing where and how to allocate content.
Social + email: Carter’s finds the balance
Lyris credits children’s clothing store Carter’s with leveraging social and email by integrating an e-mail opt-in on its Facebook page. Consumers receive benefits from joining the email list this way.
Mobile + email: Tips for email marketing
Contrary to popular belief, email is still a critical marketing channel, especially since so many users access their email on their smartphones. Email makes consumers feel in control, Lyris says, because they can read an email at their leisure.
- It is important to email effectively, so be sure to measure and monitor your email efforts.
- To get the best ROI: Adjust your email practices and frequency, based on opens and click-throughs.
- Consider how the email will appear on a mobile device.
- Test on various platforms and remove images, which slow load times.
Social + mobile: Location-based marketing
Integrating social media into mobile marketing is today’s most promising tactic. Utilize “at the moment” via location-based marketing and “micro-targeting.”
Consumers are using location-based social media platforms; “checking in” enables brands to engage with rewards and specials.
Essence of email
Email, especially when integrated with mobile and social channels, creates an anchor and enables the brand brand to remain consistent across multiple channels. Use email to get to know your core consumer base and leverage that knowledge to utilize these channels properly. Remember to measure your effectiveness.