Survey: Social media emerges as direct marketing channel

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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.

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