Social is Hot But Email Excels in B2B

With all the buzz about social media marketing, many companies may be missing out from tried and true B2B marketing channels such as email marketing. Canadian IT publication, recently cited TopRank’s CEO Lee Odden in a recent article about the continued relevance of email along with exploring opportunities in social media:

Marketing on social networking sites might be making waves in the media, but for some Canadian businesses traditional e-mail marketing still brings home the bacon.

Compared with direct marketing efforts – snail mail, e-mail, and so on, where an offer is created based on what the company wants to sell, social marketing initiatives focus on involving communities with creating the offer as well as promoting it, says Lee Odden, CEO of TopRank Online Marketingin Minneapolis in his blog.

While many marketing firms, including TopRank, are moving towards social marketing, Odden says e-mail methods still hold some advantages:

“It’s a straightforward marketing campaign based on developing an offer, defining a target audience, and creating a series of messages intended to communicate the offer and convert.”

Read the full article on and the original blog post, “Direct Marketing vs Social Media Marketing“.

TopRank provides holistic search and email marketing consulting services to Fortune 1000 companies.

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