Social media is all the buzz, but email still dominates online time.

With all the hype about all the social media channels commandeering consumer attention, the fact is email still dominates online time spent by 25+ year old males and females, according to a recent survey by Netpop Research.  That’s not to say that food and beverage marketers can ignore the fact that in 2012, 79% of Internet users are social networkers, but they spend more online time reading and communicating via email.

The greatest value email brings to the marketing table is the ability to control and target messages. In fact, targeted, controlled messages through all online advertising is at an all-time high. According to the Interactive Advertising Bureau (AIB), total online advertising revenue for Q1 2012 hit a record $8.4 billion, a 15% increase over Q1 2011.

For food and beverage marketers, it’s not an either/or choice between social media and online advertising.  The better approach is an integrated advertising and promotional plan that makes the most effective use of both social media and online controlled, targeted advertising messages, through banner ads and targeted email.

To engage consumers, food and beverage marketers can make effective use of social media through games, contests, and special offers. These are the types of engagement that generate awareness and buzz. However, for hardcore marketing and personalized incentives to buy products, email provides the mechanism to talk directly to individual consumers, on a regular basis, with offers targeted to their purchase histories and expressed preferences.