The link between email and social media

Rather than email dying off, it is becoming the "glue" of social media marketing, one sector commentator has claimed.

In a blog for Econsultancy, Chris Lake comments on recent research by Gartner which suggested email is going through a "bleak" time as more business users turn to social media networks for their correspondence.

However, he explains talk of the death of social media is premature and instead, if optimised correctly, it can be used to bind other forms of digital marketing together.

Mr Lake added social media users can be "fickle" so when targeting them as potential customers, it can still prove valuable to communicate via email in order to protect social media marketing efforts.

He spoke to RedEye chief executive officer Mark Patron who said: "Social networks complement email rather than cannibalise it. Our email clients already link social networks with their email."

When it comes to gathering the feedback and opinions of customers, however, social media marketing may prove the most useful, with Geoff Galat, vice-president of worldwide marketing for Tealeaf, stating the medium gives clients a voice.

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