I was recently asked to answer some questions regarding research for the online news agency Adfero, looking at the continuing dominance of email as the prime means of advertising and marketing via the web.
This is in response to a study by Habeas, which found that 67 per cent of respondents prefer email to other online communications (such as video, instant messaging etc), and 65 percent believe that they will continue to do so for the next 5 years.
Below are the questions and my answers regarding thoughts on how email needs to evolve so that future marketing campaigns continue to achieve cut-through for their messages.
Do you agree that email will continue to be the chief means of web communication & marketing in the near future?
“Some would argue, in terms of reach, social and instant messaging has already surpassed email.
Our client base tends to naturally include email as a part of their e-comms mix, however, when it comes to achieving a greater reach and stand-out from emails, other methods such as viral, social and widgets account for most new strategies.
Will any of the many up-and-coming mediums (social networking, instant messaging) really challenge email?
“Regarding News services, 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.” Marcel Cowan, Cowan Group, IAB e-Communications Chairman.
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