Businesses 'must evolve' with the social media landscape
Friday 8th Jul 2011
Marketers using a data list provider to boost their online campaigns with a list of new businesses have been told they must "constantly" evolve with the ever-changing social media landscape.
However, Tim Gibbon, director at consultancy Elemental, also warned that firms should approach social marketing with a degree of "balance and realism" or they risk watering down their brand.
Mr Gibbon explained how social environments "have evolved and this is important for businesses to appreciate; they will constantly need to do so as the landscape changes".
According to a recent survey by Regus, 41 per cent of UK businesses currently use social networking alongside other methods, such as emails sent out to a list of new businesses, to win customers.
Earlier this month, writing for MyCustomer.com, Dr Dave Chaffey, chief executive at Smart Insights, stressed the importance of a multi-channel approach to client acquisition.
He suggested that many brands would benefit from a well-balanced mix of email marketing, direct mail and telephone communications.
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