Many marketers are incorporating social media into their integrated marketing campaigns to complement other efforts such as direct mail, print marketing and digital communications.

One way social media has influenced direct marketing is by enabling direct interactions with customers. Direct mail pieces can be sent with QR codes and links to social media sites, where customers can share feedback and interact with the brand directly. This also offers marketers another avenue through which to promote products and discounts, Business 2 Community reported.

Social media also aids marketers is finding new sales leads online. Once these leads have been pursued, social media analytics can help companies track and measure the success of these marketing efforts, the source reported.

Social media can also be used as a tool for customer service. Customers can share their ideas, voice their opinions and have their questions answered via social media. This is very important, as delivering a consistent customer experience across all media outlets helps create a trusting relationship with consumers, Jim Sterne, an international marketing consultant, said in a piece for ClickZ.

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