Harnessing the Power of Social and Email

Tim Kopp

The new era of hyper-connected and empowered consumers creates both challenges and opportunities for marketers. The current test for marketers is to create meaningful conversations with customers across the channels they use most. In our research, we've found that 91 percent of consumers check email daily and 60 percent of Facebook users log into Facebook daily, creating a tremendous opportunity for marketers to connect with their audiences.

However, marketers must understand that just because a consumer embraces a channel for personal communication, doesn't mean they want to receive marketing messages via that channel. However, when asked what channels consumers prefer using to share content with friends and family, 63 percent identified email, 33 percent identified Facebook, while...

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