Why Email Marketing is a Slowly Dying Art | Modern Dignity - The ...

As the emergence of social media meet-ups confirms, traditional offline marketing methods are far from redundant. Instead, the principles of physical networking and face to face communication are simply being integrated with digital media to create a more tangible marketing experience for both brands and consumers alike.

There are certain remote marketing techniques that can be described as being moribund, however, especially in an age where social media is such an accessible and influential medium. Email marketing is a relevant example, as although it is still widely used within the nonprofit sector it is becoming an increasingly outdated practice among commercial firms.

3 Reasons why Email Marketing is No Longer Effective:

While you may consider email marketing to be a perfectly viable outreach technique, there have been a number of technological advancements that have made it unsuitable for purpose. Consider the following: -

• The Evolution of Spam and Junk Email Filters: The junk email used to be a significant problem for online users, who were forced to delete thousands of messages sent by less than reputable commercial outlets. As a result, leading service providers such as Google and Hotmail have invested a great deal of money into developing a more sophisticated filtering system, which highlights spam content or messages that may have been sent from an erroneous address. This has not only created a negative perception about commercially orientated emails, but also made reaching a wide target market through this method extremely difficult.

• The Emergence of SMS Marketing as a Key Business Tool: At the turn of the century, e-commerce and email marketing were two of the most cultivated trends within the business world. Both have since been superseded, however, by infinitely more flexible trading and advertising techniques. While m-commerce has become dominant in an age where nearly 50% of consumers do the majority of their product selection and procurement online, so too SMS marketing has evolved as an innovative tool addresses a growing target market. Whether you send texts through a partnering company?s software or independently, they are far more likely to have an instant and long lasting impact on consumers.

• The Rise and Rise of Social Media: If m-commerce is the leading consumer trend at present, then social media is not far behind it. While resources such as Facebook and Twitter may have affiliations with a number of different markets and industries, this has not stopped them in becoming an influential referral tool for consumers to share product and service experience. More than 20% of consumers in the U.S. now research or seek referrals for a product through social media, where they can rely on a network of acquaintances to offer genuine and real time opinions. This distinguishes social media as an extremely important marketing tool, especially once your product has taken its first steps in the market place.

The Bottom Line

When you think about redundant marketing concepts, your thoughts are automatically drawn to traditional and offline techniques. These in fact remain extremely viable marketing tools, however, especially when they are integrated with digital techniques as part of a broad strategy to promote your product or brand. This trend is also likely to become even more pronounced in the next 5 years, as marketers begin to streamline their strategies and eliminate less effective processes.

With this in mind, it is less evolved digital marketing methods that are at risk of extinction. While email market was pivotal to almost all brand awareness campaigns at the start of the last decade, evolutions within the world of technology and society have rendered it as an ineffective and potentially damaging promotional exercise. Now that charitable organizations now also have far wider access to technology than ever before, email marketing may be completely extinct by the start of 2020.

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Source: http://www.moderndignity.com/why-email-marketing-is-a-slowly-dying-art/

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