Marketers adapt e-mail for mobile but silo the practice

03/6/2013 | eMarketer

Marketers say the sheer pervasiveness of mobile devices and the continued rise of social media are among the leading factors influencing their e-mail marketing plans, according to a MarketingSherpa report for Vocus Marketing Software. The survey found that more than half of marketers worldwide were adapting e-mail campaigns for mobile platforms, but that the tactic is becoming something of a silo, with 21% saying they were blending their mobile e-mail efforts with their overarching marketing program.

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