Email marketing changes 'needed'
Monday, 09, Jun 2008 10:28
Email marketing is going to have to evolve into new and more palatable methods of communication if it is to continue to achieve success, an expert has commented.
Marcel Cowan, chairman of the Internet Advertising Bureau e-communications council and director of digital agency the Cowan Group, explained that his organisation does not anticipate email marketing continuing to be a widely used form of online promotions.
He suggested that social media and instant messaging tactics have already exceeded the reach of email.
"As people become more connected through their devices and the browser experience improves on mobiles, email will have to evolve into new e-communications methods in order to achieve stand-out for marketing and advertisers' messages," Mr Cowan stated.
Furthermore, social media and viral marketing tools can achieve greater visibility than email, he added.
However, recent research conducted by online reputation management firm Habeas found that 65 per cent of respondents to its survey claimed that email is their favourite platform for receiving both personal and business messages.
Des Cahill, the chief executive officer of the organisation, suggested that consumers rely upon email to help them manage their Web 2.0 relationships.