cScape, the British consultancy, has just released a terrific FREE study that measured how marketers use different strategies and tools to establish online engagement with their customers. cScape did us real service by mixing social media and traditional online tools to give us a better understating of the process, less the typical social media hype.
The finding that stood out for me was when marketers were asked which media aided customer online engagement the most. All the newly minted social media experts must have headed screaming for the door as the lowly, e-newsletter took the top score. Sure social media is a great way to engage customers, but lets not get distracted by the sizzle. Newsletters are a great workhorse for advancing ongoing online customer engagement.
Ad agencies responded to the same question. Newsletters are the top pick for both groups: