In his article, Raphael Savy stresses the importance of combining the use of both emails and social media to enhance marketing strategies and develop the impact of companies’ brand name on consumers.
Indeed, these web tools have a different and complementary purpose. With a page dedicated to their brand on social media such as Facebook or Twitter, companies have access to a large scope of consumers and can create a web community around their brand. Consumers are particularly fond of social media because they can share advices on products with other customers via forums as well as get quick information on products and promotion sales.
As far as emailing is concerned, the process is completely different. Emails aim at providing a more detailed and personalized message to consumers. In a sense, they are a good way for companies to enter the private sphere of consumers and to adapt their communication to each client in order to reach loyalty. It implies a particular approach from part of companies toward their customers.
Consequently, companies have a great interest in using both social media and emails to reach their clients and keep loyalty. By now, companies rather use social media and emails in a traditional and separate way. The purpose of Raphael Savy is to demonstrate that companies would earn more market shares if they could combine these tools and interconnect them. For example, companies could include Facebook or Twitter shares in their emails in order to spread their brand name to friends or followers of their consumers on social media. Companies could also publish membership forms in their Facebook and Twitter pages so that they could have access to their clients’ email addresses and send them targeted newsletters.
I am personally convinced that companies would improve their marketing strategies and revenues by mixing social media and emailing rather than dealing with them as if they were different marketing segments. Of course, each of these web tools has its own specificity and purpose but it does not mean that they can not be considered as complementary and integrated in a whole marketing policy. This is all the more true that both social media and emails are now accessible on more and more supports such as computers, smartphones and netbooks. Thus, the target market becomes wider and wider and it would be a pity not to make profit of it.
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