Like other Web 2.0 innovations, social media marketing is not clearly defined or broadly understood. However, messaging in general – distributed via email, social and mobile channels -- is easier to grasp, becoming more conversational, and less oriented to pitch-like tactics.

If you agree with this point of view, then consider marketing strategy and tactics that apply “tri-messaging” as a catalyst for conversations and marketing ROI. Tri-messaging is essentially marketing messages that are written, packaged, orchestrated and unleashed for email, social and mobile channels. An example of tri-messaging is a subject line, Tweet and SMS text; all three have a common denominator: they’re easy to consume, pique interest and stimulate action.

We believe there are five significant forces that will continue to influence the way marketers strategize and execute demand generation and loyalty-building campaigns in our connected world:

1) People engage and solve problems with conversations

2) The Net Effect (i.e. networks become more valuable with more user adoption)

3) Email has become a way of life

4) People demand ubiquity and immediacy with laptops, online services and mobile phones

5) Social media /networking, inexpensive or free, fulfills an innate need to connect with others

Tri-messaging is not a fad but instead a 21st Century best practice for marketers to serve and interact with target audiences via e-mail, social and mobile channels. This approach facilitates conversations and loyalty that can be measured and monetized. Stay tuned for more information and tips about tri-messaging on www.lyrishq.com.

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About the Author

Erick Mott is the communications director for Lyris. Connect and collaborate with him on http://twitter.com/lyris and www.linkedin.com/in/erickmott.

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• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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