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As long as email remains one of the main form of communications, email marketing is here to stay.
You're right to point out that most people rarely change emails. Furthermore, it's not uncommon to see people being updated about their social network happenings via their own email platform.
Marketers who effectively marry the two are not only able to extend their reach beyond traditional means of advertising but are able to capitalize on effectively building their own mailing list as well.
The age old mantra of 'the money is in the list' is as true today as it was, say, 10 years ago, as long as the list owner sticks to delivering great, targeted content focused on adding value to his/her readers.
4Ts eh ... not a bad way to remember a step-by-step FaceBook Marketing process.
Indeed, FaceBook has evolved at a stunning rate and what was once the domain of youths now involve billions of people around the world ... a great pool of potential audience for businesses.
The benefits of socia media is what propels sites like FaceBook, Twitter and LinkedIn to permeate almost all streams of marketing now ... it is not one that businesses today can simply ignore.
Even if they start out simply, and better yet implement your 4Ts, it can go a long way in adding to their bottomline.
Indeed, it's easy for companies to overlook the importance of social media on their own businesses.
Having someone to manage their social media work online can go a long way in reputation management and damage control.
An important point is to respond quickly, especially so to negative feedback, and not to be too defensive upfront.
Handle it well and a company's credibility goes up. Being overly defensive or worse, hostile, towards the customer can more often than not ruin the company's reputation.
As much as PPC is getting a smaller share of the internet pie, it's undoubtedly here to stay. I mean, there will always be people/companies who want instant results or have spare cash to burn.
And even if some of them learn their lessons, there will be 'newbies' who come on board to go through the cycle the hard way.
Looking at how the search engines are evolving, the bottomline of providing relevant content will continue to resonate stronger than ever. That's why organic search traffic will, all things being equal, make the most sense in the long run.
As Keith Cunningham said, 'Find out what they want, go and get it, give it to them!'. Although it's in the context of the offline brick and mortar businesses, I believe it's directly applicable to building a sustainable business online too.
That's why, in the long term, only sites that offer true value in terms of what people are looking for will hang around.