Social media becoming direct marketing tool

Social media marketing is emerging as a direct marketing channel, which is likely to lead to increased investment in this tool within the second half of 2009, a new survey has found.

Data by StrongMail Systems revealed that 66 per cent of marketers have plans to integrate social media marketing strategies with email marketing this year.

Furthermore, 48 per cent of those questioned have already taken such a course of action.

And while 83 per cent plan to increase their spending on email marketing, this is closely followed by the 62 per cent who will put more funding towards social media.

StrongMail states that the results suggest that social media now needs a specific purpose within the marketing agenda of businesses.

In a separate report, PricewaterhouseCoopers has revealed that the UK internet access market will grow by 40 per cent over the next five years.

Furthermore, internet advertising in the UK is likely to reach 36 per cent of total advertising by 2013, in news that could interest those planning a social media marketing campaign.

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