The new danger of cross-platform marketing

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Connecting with customers in meaningful and relevant ways is the backbone of successful marketing. It has never been more important to use data to cleverly to support cross-channel marketing activities that can better drive sales.

The data people share on social media can be quite valuable to businesses, since it helps them personalize their email and mobile optimized offers.

Some companies even specialize in collecting and selling consumer information on social network sites, but this information should be treated with care: Not everyone is comfortable with the storage of their personal information, and some consumers may seek legal retribution if a marketer uses this without their consent.

Conditions for accessing social profile data

At present, the onus is on the web user (whether on desktop, mobile, or tablets) to setup their profile permissions to ensure that their information is either private or public, depending on their own preferences.

At the same time, no advertiser or business is allowed to collect social data of its user without asking them to volunteer this information up front.

Methods of accessing social profile data

Social media sites usually know more about your clients than you do -- and some digital services offer tools to access that knowledge legitimately.

Social subscription, for example, is one way to allow visitors to subscribe to email newsletters via a social network login as an alternative to filling in the traditional email address, name and other require fields manually.

Why enable email subscription via social login?

  • Every social account can have lots of additional data about a user to help you refine your segmentation; from gender to location to interests
  • Social data helps you send more targeted promotions and adjust your campaigns to users' change of preferences or location
  • Accoding to a Blue Inc. study this year, if you personalize the experience between you and your subscribers, they are 50 percent more likely to return to your site, and 40 percent more likely to recommend you to others
  • Also as per Blue Inc. 2012, consumers often provide faulty information when subscribing via a form, with the majority admitting that they have given incomplete or incorrect information
  • The average social media user has 195 connections: Imagine the exposure and other marketing possibilities if you could tap into those connections

In summary, social subscription integrated into newsletter subscription forms helps marketers grow their contact lists and learn more about their audience. It simplifies and increases the accuracy of the subscription process, helping drive increased conversions.

There are, of course, other methods of gathering social profile data (such as the Rapleaf service I noted in an earlier article) however, with new and more advanced tools like social subscribe being developed, marketers today have an unprecedented ability to get and leverage social profile data.