Email marketing is likely to be replaced by communication through instant messaging and social networking sites, it has been suggested.
Marcel Cowan, director of the Cowan Group and chairman of the Internet Advertising Bureau e-communications council, said he did not believe email would continue to be the chief means of online communication, adding that marketing through social networking sites had "greater reach".
"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," he commented.
A recent survey by Habeas revealed that 69 per cent of people are concerned about email fraud scams, with 43 per cent of respondents afraid of spam and virus threats to mobile communication devices, while 88 per cent said they would like organisations to give them more choice over the content and frequency of what they receive.
Return to marketing news headlines
View Marketing News Archive