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Top Ten Strategic E-marketing issues today and tomorrow

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Subject:  Top Ten Strategic E-marketing issues today and tomorrow Dave Chaffey
Author:   Dave Chaffey:   view profile | all posts by this author | add to favourites
Date:   10:51:02 31 March 2004
 
You're right insofaras marketers need to keep an eye on whether e-mail marketing responses decline. They may then need to adjust the e-communications mix (Issue 5).

However, the companies I work with are not seeing a decline in response (although they are having to work harder at targeting and creative to compete in the inbox).

We were discussing this a couple of weeks ago on the forums and the data from e-mail broadcasters also suggests that e-mail response is not declining - despite SPAM increasing from 40-60 percent last year.

See: http://www.e-consultancy.com/forum/100828-can-e-mail-marketing-survive-spam.html

I don't see RSS as a competitor for e-mail in the near future - yes it is a 'cool technology', but the adoption amongst consumers and business people now must be << 1% (but probably not amongst web design experts or bloggers on this list). The marketers I speak to have never heard of it. Perhaps if/when Microsoft incorporate RSS into Explorer/Outlook this will change things. Currently for many, including me, subscribing to e-newsletters is more efficient. When you can opt-in to RSS by giving an address and clicking a box that will help adoption too - or can you do that already? Worth keeping an eye on RSS adoption by users and major brands though.

Perhaps there's room for a thread on the future of RSS as a marketing tool / e-mail substitute by those who know it better than me!

Dave Chaffey
============
Internet Marketing trainer, consultant and author
eResources and Books: www.marketing-online.co.uk
 
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