Shumeyko: Data Capture Opportunities Give Email Advantage Over Social

Evan Shumeyko, the Global Director of CRM for OgilvyOne, said Monday that social media is growing, but “email is still a prevalent and dominant platform.” One advantage is it offers is an ability to capture customer data that outpaces the social space.

He cited a statistic that 82% of people are comfortable sharing personal information over email. “To me that is your competitive advantage,” Shumeyko told email marketers in a keynote address at the MediaPost Email Insider Summit.

“That sharing of information via email is a powerful, powerful moment that you can exploit and it’s something that your peers in social do not have,” he added.

With social, Shumeyko spoke about a Customer Spring (playing off Arab Spring), where customers have a major influence on brand perception.  

Social is “more than a buzzword for consumers because they now have the ability to control the conversation,” he said.

Brands are focused on building Facebook likes and Twitter followers, which is a solid strategy for building customer relationships, but that can take on a short-term vantage point with a lack of thinking about a relationship for the long haul.

Shumeyko said that with his CRM role he is interested in “active listening across channels,” where interaction with a customer may occur on the phone, but also via email with the same core message. That allows people to feel as if “you are really truly dealing with an intelligent being, not just a series of one-off touches.”

Relevant content or personalization is critical, he said because that can help drive “earned” media, which is the most valuable among earned, paid and owned media. “That is that word of mouth, that one-to-one peer recommendation,” he said.

2 comments about "Shumeyko: Data Capture Opportunities Give Email Advantage Over Social ".
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  1. Anthony Green from Optimal, December 10, 2012 at 8:53 p.m.

    So what about fb's Custom Audiences? Using crm data (email etc) to "find" your customers on fb. HUGE

  2. Dan Kim from GreenRope, December 10, 2012 at 9:05 p.m.

    Thanks for proving this great information, David.
    It is great see that the emailing platform is still relevant, even with the progression of social media. You are correct when stating that, individual clients/customers are more willing to engage on a personal level, through emails. Although businesses have not forgotten about the email platform, their has been an increased focus on customer communication through social media. That is why a cloud based office suite like Greenrope, must have the abilities/functionality to update social media sites as well as email marketing options. Through the integration of social media into CRM software, social CRM is now a requirement if a business would like to stay competitive. These new and efficient channels of communication, encourages the creation of a mutually beneficial relationship. Therefore, utilization of email marketing and social CRM tools can increase both customer retention and overall revenue.

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