I think we can all agree that 2009 was ROUGH for marketers overall. 2010 however, shows significant improvement that’s stemming into 2011 for the interactive channels. After reading emarketers article around the “Stat of the Day”, I was pleased to see the success rates for online ad spend over the traditional (newspapers). Don’t get me wrong, traditional will always have it’s place and continue to be effective (in some capacity), but this projection from emarketer shows online efforts taking a much larger lead this year over 2010.
Digging deeper I found the article that spawned the “Stat of the day” and gleaned through the information to find some great data. One quote that stuck out to me greatly was this: “In a world where consumers decide what news they want and how they want to get it, the future belongs to those who understand the audience best, and who can leverage that knowledge with advertisers …” said PEJ Director Tom Rosenstiel. It took a little while for me to mull over Mr. Rosentiel’s words, but after a few minutes I found myself looking at the seriousness of this quote. Information as we know it is being funneled to citizens/consumers in a fashion that’s customized and filtered to what each specific person wants. Traditional news sources have had their foundation of content distribution, de-laminated. As marketers we can no longer believe that a singular distribution of content will suffice, all recipients won’t receive that message at the same time, with the same interest, on the same device/medium, and the same relationship to that company. Traditional newspapers will continue to lose traction as the adoption to technology increases and people begin to customize their information channels.
Another great finding were these stats: “Mobile has already become an important factor in news. Nearly half of all Americans (47%) now get some form of local news on a mobile device, according to a new survey in this year’s report, produced by PEJ with Pew Internet and American Life Project in partnership with the Knight Foundation. As of January 2011, 7% of Americans reported owning some kind of electronic tablet, nearly double the number four months earlier…“
Nearly HALF of ALL Americans get local news on a mobile device, HALF.
So, you may ask. What does this have to do with email marketing, this is an email marketing blog, right? Yes, yes it is.
My point: As consumers change their preferences to streamline their data consumption, smart phones are becoming more prevalent. As smart phones become more prevalent, email becomes an easier channel to access from mobile devices. Also, as HTML5 becomes more widely accepted in devices and clients, I predict the usage of the traditional HTML e-newsletter will become just as worn out as we see newspapers today. Reason being, video will be more accepted and accessible to consumers. As news sources begin to become de-laminated, differentiators will be needed to attract consumers to a specific channel, for email – it’s video.
Video will change the face of email marketing the same way the internet changed the future of newspapers. The day where consumers actively look for video and interaction in their inbox is only just around the corner.
Viva La Email.