A multichannel advertising campaign needs to be well integrated.

The key to using social media as part of a multi-channel advertising campaign is to integrate into a strategic approach, it is claimed.

People can use social networking sites to share and exchange pieces of a diverse marketing campaign, according to Patrick Vogt on Forbes.com.

Indeed, a recent survey from eCircle found that very few brands are integrating social media with email.

Meanwhile Empathica reports that 60 per cent of people actively follow brands on sites like Facebook.

There is no reason why emotional factors cannot play as much a role online as on television, Mr Vogt argues.

He explains that while television still holds sway in the ability to pull at people's emotions, "internet and social media have obvious advantages".

"The technology to target, track and report, and the potential for personalised, relevant messaging are just the beginning," Mr Vogt says.

In addition, the "unique advantage" for parcel delivery and courier services is that sites like Facebook and Twitter allow customers to talk back.

Posted by Tom Sands 

Article Added: 21/12/2010 09:52:28