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Email marketers need to move with times, says industry head | | 2008/06/06 | | Online marketers who use emails as the spearhead of their strategy need to recognise the changes occurring in internet culture, one industry head has indicated.
Marcel Cowan, director of the Cowan Group and chairman of the Internet Advertising Bureau e-communications council, has drawn attention to the increased use of social networking sites as a means of communication.
He also pointed out that email could be forced to evolve in to new techniques of reaching consumers, especially with the growing use of internet on mobile phones.
Mr Cowan said: "We do not believe emails will continue to be the chief means of web communications - some would argue, in terms of reach, social and instant messaging has already surpassed email.
"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."
According to 65 per cent of respondents to a Habeas study email will continue to be their favoured means of online communication for the next five years.
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