No quiere decir que no hay otro marketing, pero hay que adaptarse a los canales.<\/p>\n
E-mail remains a significantly more effective way to acquire customers than social media\u2014nearly 40 times that of Facebook and Twitter combined \u2026\u00a0That\u2019s because 91 percent of all US consumers still use e-mail daily,1<\/sup><\/a>\u00a0and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.\u00a0\u2026<\/p>\n
Of course, we\u2019re not saying marketers should bombard you with mindless spam. And consumer behavior\u00a0is<\/em>\u00a0shifting: McKinsey\u2019s iConsumer survey3<\/sup><\/a>\u00a0reported a 20 percent decline in e-mail usage between 2008 and 2012 as a share of time spent on communications, with the medium surrendering ground to social networks, instant messaging, and mobile-messaging apps. Investments in these new channels are absolutely necessary for marketers to make increasingly sophisticated use of social networks and other channels to engage with consumers and convert interest to sales. However, marketers shouldn\u2019t be too hasty in shifting budgets away from e-mail\u2014they just need to take a few steps to harness the full power of the inbox. \u2026<\/p>\n
1. Focus on the journey, not the click<\/span><\/p>\n
2. Share the lessons<\/span><\/p>\n
3. Get personal<\/span><\/p><\/blockquote>\n