Redwood City, Calif.—A new survey points to the emergence of social media as a direct marketing channel in tandem with email, with significant investment planned in such programs for the second half of this year.
According to the study by email company StrongMail Systems, social media is a hot initiative with email 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 email 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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