• by David Goetzl  @dgoetzl, December 7, 2009

"For the first time in history, almost every company has the cost effective way to communicate with customers directly," he said.

Email started the movement and maintains its advantages with "cost efficiencies” associated with it.

But branch out into Facebook, Twitter, a YouTube channel, SMS opt-in programs, Kirby advised.

"We need to be thinking about our business in ways to manage across these different connection points," he said.

Companies can capitalize on the new options in differing ways. Kirby offered data from two clients that are compelling.

Perhaps fueled by the demos of the customer targets, one company has 10 million opt-in email addresses, but only 9,000 Facebook fans. Another had 1 million opt-in email customers and 21,500 Facebook fans.

To use a military saying, use this type of data to improvise, adapt and overcome with marketing tactics.

Be nimble.

"Whether we're talking about social media, display advertising, search … your companies are interacting with brands across different touch points and the challenge is how do you make sense of it," Kirby said.

One emerging advantage: Facebook is allowing functionality so marketers can build their email lists, which can lead to connection points off the booming platform.