Not too late to adopt Social Media Marketing - but be quick not to be left behind

Companies need to think about taking social media marketing on board in order to make the most of the digital environment, it has been advised.

Speaking at The For Marketing & Advertising 2010 event, the Direct Marketing Association's (DMA's) commercial director Kevin Dendy highlighted the merits of the technique.

Many businesses are adopting social media, which suggests it is something which works and will continue to evolve, Mr Dendy highlighted.

"The Direct Marketing Association itself is fully embroiled in getting involved in social media and digital - one of our strategic objectives for this year is digital campaigns," he revealed.

This is the case for many other organisations, meaning social media campaigns will be adopted as strategies continue to evolve, he claimed.

Multi-channel marketing can help ensure the success of a campaign does not solely rely on social media, Mr Dendy suggested, so looking to email, for example, can help to ease the pressure. 

Marketing software solutions company Unica recently found that nearly a quarter of marketers surveyed are planning to embrace social media marketing over the course of the next 12 months.

However, it discovered that marketers need to think more about integrating social media with other marketing tactics.