Our friends at E-Dialog have conducted a fascinating research project asking 13,000 consumers across Europe, Asia and the USA about their attitudes to digital marketing. There are a vast number of different conclusions that can be drawn from the report but, as e-Dialog’s MD Simone Barratt says, “the overwhelming message for marketers is that connecting data at speed, from across the full spectrum of channels is the key to future success.”
This ‘integrated’ message is one we totally support here at dotDigital and it is becoming increasingly important for businesses of all sizes as more and more digital channels appear. Effective use of email, search engine optimization and even social media, relies on integration to get the most bang from your marketing buck.
Email remains the dominant digital marketing channel
The key finding of the e-Dialog survey is that email marketing remains the digital channel that consumers most regularly. Globally, 96% of consumers have an email account with 86% saying they prefer to receive new product information by email.
Not only is email popular, it is also vital in driving offline conversions. The majority (58%) of global consumers surveyed said that an email marketing message had driven them into an offline store or encouraged them to ring a contact centre.
Mobile and social media presents a massive opportunity for email marketers
Incredibly, a massive 68% of consumers said they used email on a mobile device even when they were sitting at a desktop computer. A further 66% said they would frequently act on an email they read on their mobile device.
When we turn to social media, 42% of respondents said that email was the primary driver to their social networking activity.
Just under half of all global consumers (42%) said they would share news about new products with their peers on social networks, making it even more important for marketers to embed social sharing mechanisms in their emails.
Integration, as this survey shows and as we have been stating for some time, is no longer merely an after-thought for marketers, it is something that should be discussed and considered at a strategic level. The best campaigns are the ones that put channel tactics like email at the heart of a much bigger picture.