Social Media and E-mail Marketing Campaigns: Symmetry versus Convergence
Abstract
:1. Introduction
1.1. Social Data and Social Media Analytics
1.2. E-mail Marketing Campaigns
1.3. Social Business Intelligence
2. Materials and Methods
2.1. Research Objective
2.2. Research Methodology
- Facebook Manager—to develop client portfolio and launch the online campaign;
- Oracle 12c—to develop the database comprising all information stored by clients on SM (social data);
- Alteryx 10.5—to transform and calculate each indicator needed for the analysis;
- Tableau 10—to view real time data in the database.
- Direct: potential clients who found the campaign directly without being redirected by other web sites;
- Recommendation: potential clients who found the campaign through a website or application, not by using any websites or search engine;
- Organic: potential clients found the campaign through such search engines as Google;
- E-mail: potential clients found the campaign through a contact email on any communication channel;
- Social: potential clients found the campaign website by searching social media information about the company.
- Web content: the study used to see how efficient the layout of the campaign’s web page is, and which actions visitors made on specific sections of the web page;
- Individual visitors: this metrics measuring if a new visitor visits the page, the amount of time spent, and whether it ever returns on page;
- Click rate: mostly it includes the page accessing clicks;
- Rejection rate: this metrics includes data compilation related to leaving the campaign page by the visitor without doing any other action;
- Mail opening rate: the rate calculates mail openings compared to all sent emails;
- Opting rate: it shows the success of the campaign in attracting people interested in the promotion campaign;
- Number of visitors on the campaign page.
2.2.1. Data Collection
2.2.2. Design Instrument
3. Results
3.1. Metrics Analysis for the Facebook Campaign
3.2. Metrics Analysis for the Email Campaign
4. Discussion
- R1: in case of Corp Emp Buss metrics for the SM campaign, two of the tested cases have been accepted for companies with 40–49 and 50–100 employees. As for the email campaign, two of the tested cases have been validated for companies with 10–19 and 50–100 employees.
- SH1: both campaigns had statistically significant results, and in case of the Facebook campaign, companies with higher number of employees (40–49 and 50–100 employees) were the most receptive to marketing campaigns. The companies that responded to the email campaign are quite close to the extremes, with an average number of (10–19) and (50–100) employees (included in the sample). An analysis of statistical significance shows us that SM compared to email resulted in the highest degree of confidence. The results show that the two campaigns are different, the companies behaving differently in SM versus email campaigns, therefore, it could be stated that the SH1 hypothesis has been validated.
- D1: business decision is based on the fact that both campaigns (SM and email) had a good score for companies with 50–100 employees, that is why, to optimize the results of a future campaign, the following should be applied:
- Combined (SM + e-mail), the target group should include companies with 50–100 employee;
- Only on Facebook, the target group should include companies with 40–49 and 50–100 employee;
- Only by email, the target group should include companies with 10–19 and 50–100 employee.
- R2: for the segment of analyzed contacts by total sales bucket, there were three statistically validated cases for the Facebook campaign and two cases for the email campaign. Thus, the SM campaign attracted the attention of companies with values of total sales bucket situated between USD $50,000 and $100,000; $250,000 and $500,000; and $500,000 and $1,000,000, at the most valuable extreme of the category. The email campaign was more attractive for companies with lower (USD $5000–$50,000) and medium (USD $250,000–$500,000) total sales bucket.
- SH2: both campaigns produced valuable results for future campaigns and we observe different behavior of companies grouped by total sales bucket. Therefore, companies interested in the SM campaign have high values of total sales bucket metrics, while companies attracted by the email campaign display low and medium value of this metrics. It could be stated that the hypothesis SH2 has been validated as the companies analyzed using the total sales bucket metrics reacted differently to the two analyzed campaigns.
- D2: target market configuration should take into account the following scenarios for a future marketing campaign:
- Combined campaign (SM + e-mail), the target group should include companies with total sales bucket of USD $250,000–$500,000;
- SM campaign, the target group should include companies with total sales bucket of USD $50,000–$100,000; $250,000–$500,000; and $500,000–$1,000,000;
- Email campaign, the target group should include companies with total sales bucket of USD $5000–$50,000 and $250,000–$500,000.
- R3: for the contacts segmented by SIC Industry, the results of SM campaign have validated three totally different industries for the two marketing campaigns. Therefore, the SM campaign attracted companies from services, wholesale trade and manufacturing, while the e-mail marketing campaign was fruitful for the companies from construction and retail trade industries.
- SH3: the results show that companies targeted by these two types of marketing campaigns (grouped by SIC industry) have different preferences and behavior. So, the SH3 hypothesis has been validated.
- D3: for a future marketing campaign scenario, the ideal client could be found in these SIC Industry categories:
- Construction, services, retail trade, wholesale trade, and manufacturing for a combined campaign (SM and e-mail);
- Services, wholesale trade and manufacturing for a SM campaign;
- Construction and retail trade for an email campaign.
- R4: the segment of contacts grouped by years opened resulted in a very good segmentation: relatively newly opened companies respond mainly to SM campaigns, while older companies are more attracted to email campaigns.
- SH4: the results enable us to validate the hypothesis stating that companies grouped by years opened responded differently to the two market campaigns (SM vs. e-mail). Therefore, we note that newly opened companies (4–5 years, 6–10 years, and 11–20 years) prefer Facebook campaigns, while significantly older companies (21–49 years and 50–100 years) prefer email-marketing campaigns.
- D4: For a future marketing campaign, to get optimal results, the group of targeted companies grouped by years opened should apply the following scenarios:
- Combined campaign (SM + e-mail) should address companies with years opened of 4–5, 6–10, 11–20, 21–49, and 50–100 years;
- SM campaign should address companies with years opened of 4–5, 6–10, and 11–20 years;
- Email campaign should address companies with years opened of 21–49 and 50–100 years.
5. Conclusions
Author Contributions
Funding
Conflicts of Interest
References
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Metrics Included in the Analysis | Index (i) | Statistical Significance (s) | Decision | Index (i) | Statistical Significance (s) | Decision | |
---|---|---|---|---|---|---|---|
Facebook Marketing Campaign | E-mail Marketing Campaign | ||||||
Corp Emp Buss | 10–19 EPS | - | - | - | 100 | 90% | Accept |
40–49 EPS | 107 | 99% | Accept | - | - | - | |
50–100 EPS | 108 | 99% | Accept | 137 | 95% | Accept | |
$5 k–$50 k | - | - | - | 100 | 90% | Accept | |
Total sales bucket | $50 k–$100 k | 100 | 95% | Accept | - | - | - |
$250 k–500 k | 108 | 99% | Accept | 139 | 95% | Accept | |
$500 k–$1 mm | 105 | 90% | Accept | - | - | - | |
SIC Industry | Construction | - | - | - | 112 | 90% | Accept |
Services | 105 | 99% | Accept | - | - | - | |
Retail trade | - | - | - | 100 | 95% | Accept | |
Wholesale trade | 125 | 99% | Accept | - | - | - | |
Manufacturing | 128 | 99% | Accept | - | - | - | |
Years opened | 4–5 years | 109 | 95% | Accept | - | - | - |
6–10 years | 101 | 90% | Accept | - | - | - | |
11–20 years | 100 | 95% | Accept | - | - | - | |
21–49 years | - | - | - | 141 | 95% | Accept | |
50–100 years | - | - | - | 121 | 90% | Accept |
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Păvăloaia, V.-D.; Anastasiei, I.-D.; Fotache, D. Social Media and E-mail Marketing Campaigns: Symmetry versus Convergence. Symmetry 2020, 12, 1940. https://doi.org/10.3390/sym12121940
Păvăloaia V-D, Anastasiei I-D, Fotache D. Social Media and E-mail Marketing Campaigns: Symmetry versus Convergence. Symmetry. 2020; 12(12):1940. https://doi.org/10.3390/sym12121940
Chicago/Turabian StylePăvăloaia, Vasile-Daniel, Ionuț-Daniel Anastasiei, and Doina Fotache. 2020. "Social Media and E-mail Marketing Campaigns: Symmetry versus Convergence" Symmetry 12, no. 12: 1940. https://doi.org/10.3390/sym12121940