Social Media and E-mail Marketing Campaigns: Symmetry versus Convergence

Abstract

Companies use social business intelligence (SBI) to identify and collect strategically significant information from a wide range of publicly available data sources, such as social media (SM). This study is an SBI-driven analysis of a company operating in the insurance sector. It underlines the contribution of SBI technology to sustainable profitability of a company by using an optimized marketing campaign on Facebook, in symmetry with a traditional e-mail campaign. Starting from a campaign on SM, the study identified a client portfolio, processed data, and applied a set of statistical methods, such as the index and the statistical significance (T-test), which later enabled the authors to validate research hypotheses (RH), and led to relevant business decisions. The study outlines the preferences of the selected group of companies for the manner in which they run a marketing campaign on SM in symmetry with an e-mail-run campaign. Although the study focused on the practical field of insurance, the suggested model can be used by any company of any industry proving that BI technologies is the nexus of collecting and interpreting results that are essential, globally applicable, and lead to sustainable development of companies operating in the age of globalization. The results of the study prove that symmetrical unfolding (time and opportunity symmetry) of SM marketing campaigns, and using email, could lead to better results compared to two separate marketing campaigns. Moreover, the outcomes of both campaigns showed convergence on SBI platforms, which led to higher efficiency of management of preferences of campaign beneficiaries in the insurance sector.

Commitment Ladder in the Relationship between Service Providers and Customers as Added Value in Sustainable Services Development

“…The ladder is symmetrical-the levels on the provider side and on the customer side are identical, which makes it possible to compare the degree of commitment of the provider and the customer, thus obtaining meaningful results that allow the data obtained to be used in practice in the next step, i.e., to improve the degree of commitment. The question is whether the symmetry of the levels of commitment is the desired outcome for any enterprise in any case [71,72]. The research reported in this article suggest that it is, but the question remains whether it is similar for other types of services?…”

Business model to increase the profitability of a plastic products company using digital marketing and lead management.

“…Por medio de esta investigación se busca desarrollar un marco conceptual para analizar como las herramientas de redes sociales mejoran el valor comercial en las empresas. Asimismo, se plantearon hipótesis de estudio, la principal hipótesis de este estudio (RH) es que Social Media impacta significativamente cualquier promoción de campaña de marketing mucho más en comparación con las campañas de correo electrónico [19].…”

e-Business Model to Optimise Sales through Digital Marketing in a Peruvian Company

“…4) Email Marketing: Email marketing is used for customer to customer dialogue, leveraging the potential for cross-selling and up-selling. It is now widely used in the workplace as it can help us to get more customers in more effective ways; these can be used in e-commerce for their operation [34].…”