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by Stephen Logan on 16th March 2010
Businesses are increasingly turning to social media channels to improve their marketing campaigns, according to one expert.
Kevin Dendy, commercial director at the Direct Marketing Association (DMA), said that the sector is becoming increasingly mainstream as firms look to SEO marketing services to improve their web presence.
However, the most important thing for these enterprises to remember is that their strategies must be integrated.
"You run social media campaigns on the back of direct marketing. You run mobile, you run email – it all runs in tandem to get the best results," Mr Dendy explained.
Speaking at the Technology For Marketing & Advertising 2010 event, he added that the best strategies are established across multiple, rather than single channels.
Because of this, the DMA is becoming "fully embroiled" in social media and digital campaigns.
Earlier this month, a study conducted by Unica revealed that almost one-quarter of marketers are planning to embrace social media outlets over the next 12 months.