Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Survey: Social media emerges as direct marketing channel

By Published on .

Redwood City, Calif.—A new survey points to the emergence of social media as a direct marketing channel in tandem with e-mail, with significant investment planned in such programs for the second half of this year.

According to the study by e-mail company StrongMail Systems, social media is a hot initiative with e-mail marketers, with 66% planning to integrate the two channels this year. Forty-eight percent have already formulated a strategy for achieving this initiative, the survey found.

Funding is exceptionally strong for both channels, according to StrongMail. Of marketers planning to increase budgets this year, 83% will boost spending on e-mail marketing and 62% plan to do the same with their social media spending.

StrongMail’s online survey was conducted in May and June, with more than 500 marketers responding.

Most Popular
In this article: