E-mails, E-newsletters, Blogs, Social Networks, RSS feeds, Widgets, Wikis, Wireless – there are A LOT of online applications and services for a marketer to learn and use properly.   “How do I reach the right audience, at the right time, with the right message?” looms large in the ever growing B2B-shaped world.

According to Stefan Pollard, of EmailLabs, the key is to look at these channels as just “parts” of a strategic “whole”. Focusing on any one strategy can leave you with limited options to offer and virtual holes in reaching your customers - many of whom may be using different forms of communication (including non-Web 2.0).

So how can these channels of communication help you market effectively through e-mail?

• Blogs – helpful in gauging customer feedback or as a source of marketing research for your future emails or e-newsletters. You can also use links to get your customers to sign up for your e-newsletters.
• RSS feeds – take your e-mail or e-newsletter directly to your customer – one who has opted in exclusively to find out about your company.
• Social Networking Sites – the “MySpace” approach, offering a place to repurpose content and promote word-of-mouth sign-ups.
• Mobile Messaging – wireless marketing that has a great immediacy factor. Use e-newletters to get permission to send mobile messages directly to your customer.

Remember:
Not everyone in your target audience will have the same communications capabilities.  You’ll need to identify those capabilities and then develop a strategic plan to effectively reach them through both online and offline channels of communication.