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EMAIL NEWS: Social media complements email marketing

Social media marketing campaigns should be used alongside more traditional digital marketing operations such as email, according to Rogier van der Veen, UK business development manager for CRM tool Clang.

Following the launch of Facebook's ‘social inbox,' the message is very much that email and social media activities and email campaigns should be complementary.

Rogier van der Veen said, "The enduring effectiveness of email marketing does not mean that digital marketers should regard social media as 'hype'.

"Rather they should be considered as powerful tools that complement each other in the ongoing quest for customer engagement."