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I have been watching the debate shape up surrounding the emergence of social media, it's surge to success, and how it relates to email marketing. The debate goes on where one camp believes social media will replace the need for email entirely, whereas another camp believes when combined effectively with email marketing, it can only increase it's reach and results. I'm sure if you've read earlier posts by me, you can probably guess which camp I choose to sit in.

I saw an interesting video today on a blog I follow called, Social Email Marketing that really emphasizes that point well. Check out the video below and let me know your thoughts, which camp are you and why?

Recently, I was meeting with a social media consultant and talking about the ways social media can virally spread a message effectively to tens of thousands of people that might not have seen it before. This consultant's response, "Email marketing is old school, social is the way to go." Then proceeded to say, "I only use social to market my services, in fact I don't see a need for email marketing." Now in listening to this I have to say I was a bit taken aback...I mean don't all web-based services require that you have an email address? Don't all social sites require an email? Aren't social sites now gathering email opt-ins and data to aid in this process? I get that this consultant should live and practice what is preached, but aren't you missing a prime opportunity for additional reach and further engagement if you don't integrate?

As you can see, I disagree with this theory. Over a dozen years ago, many were saying the very same thing about email marketing and how it would eliminate other marketing mediums. Interesting because I still get calls everyday wanting me to advertise with print publications. I still am asked to attend tradeshows. AND I am still approached to sponsor events. What's the point in going through all this yet again? The point is today's marketing is not about innovating and replacing older more traditional methods, but rather looking for ways to integrate and make shifts as changes in the environment occur. Social media needs to be treated with that same philosophy.

I say, innovate and embrace. Make shifts based on needs and market demands, but definitely don't look at any one marketing medium in a silo. Look at it as another opportunity to expand your reach and drive results, just in one additional way. Then take one last look and be sure to take the steps to ensure all of your chosen mediums are truly integrated. If you are advertising, mention your social media. If you are at an event, ask for permission to send email marketing communications. If you are sponsoring an event, use both or all mediums to maximize the opportunity. It's not about what YOU want to do or what YOU think will be cheaper, it's all about effectiveness and what will speak to your audience. I am an email marketer, but I also realize that using multiple mediums helps me blend and expand my reach. I create my strategy and then blend all of my chosen mediums into one cohesive strategy, and this approach is working for Delivra everyday!

Innovate and integrate and I guarantee you will see results! Have questions or want to chat more? Contact me at 317-915-9400, send me an email at info@delivra.com, or comment on this post. I'd love to hear what you think!

Carissa Newton | Marketing