|By Marketwired .||
|January 30, 2013 06:00 AM EST||
NEW YORK, NY -- (Marketwire) -- 01/30/13 -- According to online marketing trailblazer Rich Gorman, e-mail gets a bad rap among many digital marketing professionals. Ever since the advent of social media, e-mail has become increasingly relegated to second-tier technology status, with new reports coming out on a regular basis that claim e-mail open rates are down, and as such, marketers are better served by focusing their efforts on social media marketing. A new study, reported in Search Engine Watch, calls this popular wisdom into question, however, and indicates that e-mail might still be a pivotal resource for online marketers. The report has won a comment from Gorman.
"There are countless avenues for directly reaching out to consumers, and for cultivating strong user engagement -- and as social networks continue to flourish, those avenues are growing more numerous all the time," says Gorman, in a new statement to the press. "The temptation, among online marketers, is to totally focus on these new technologies and the latest trends, but there is a danger here -- namely, that we might lose sight of more familiar technologies that are still plenty capable of delivering."
The study cited by Search Engine Watch was conducted by ExactTarget. What it finds is that, despite the plethora of new social technologies out there, e-mail remains "the most effective and inclusive" way for marketing professionals to reach consumers. The study finds that, among marketers and consumers, checking e-mail is widely named as the first online task of the day, by a rate of 76 percent and 69 percent, respectively. The results of the study also indicate that one in four marketers, as well as one in three consumers, believe businesses and brands would do well to invest more of their time and money into e-mail marketing. Conversely, only 21 percent of marketers and 20 percent of consumers believe businesses should increase their Facebook marketing efforts; for Twitter, those figures are even lower.
"Social networks are popular, for a wide variety of reasons -- but for many consumers, e-mail is still the preferred form of direct communication," comments Gorman. "Really, it is as simple as that, and yet many online marketers believe social media is the be-all and end-all in today's digital environment."
According to ExactTarget, a big part of the chasm between e-mail and social media preference has to do with technology. Perhaps surprisingly, the article finds that only 51 percent of consumers have smartphones. For consumers with smartphones, the study notes, online behavior is completely different, and may help to explain the relatively low showing for social media sites.
The article's conclusion is that virtually all marketers, and an overwhelming majority of consumers -- including those who own smartphones, and those who do not -- check e-mail on a daily basis. Daily Facebook use is much lower, and Twitter use lower still. Thus, for the online marketer seeking to optimize his or her chances of really reaching consumers, the article suggests that e-mail is the preferred tool.
"Of course, it is really not so simple," opines Gorman. "The savvy online marketer will use a variety of strategies and approaches, and will target his or her marketing channels to match the behaviors of the target audience. For instance, while Facebook may not be the best tool for reaching those who do not own smartphones, Facebook is probably a very good way of reaching college students, or other marketing professionals."
Even so, Gorman says, e-mail marketing offers a wider range of benefits than it is sometimes given credit for. "For all of the talk about e-mail use being on the decline, this article reveals that it is still an inclusive and effective way to reach consumers," concludes Gorman. "As such, marketers are foolish to neglect it."
Rich Gorman is a pioneer in the direct response marketing field; he is also active on Twitter, @richgorman101.
Online marketing pro and direct response pioneer Rich Gorman is known for his personal brand, Direct Response, and for the Direct Response blog, which gives away countless thousands of dollars in trade secrets and insider tips, day in and day out. Additionally, Gorman is a widely praised technology pundit, social media guru, and search engine expert. He routinely offers his thoughts, predictions, and comments on new and breaking developments in the online world.
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, will explore the current state of IoT connectivity and review key trends and technology requirements that will drive the Internet of Things from hype to reality.
Oct. 9, 2015 05:30 PM EDT
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi's VP Business Development and Engineering, will explore the IoT cloud-based platform technologies driving this change including privacy controls, data transparency and integration of real time context w...
Oct. 9, 2015 05:15 PM EDT Reads: 112
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new data-driven world, marketplaces reign supreme while interoperability, APIs and applications deliver un...
Oct. 9, 2015 04:00 PM EDT Reads: 303
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data shows "less than 10 percent of IoT developers are making enough to support a reasonably sized team....
Oct. 9, 2015 04:00 PM EDT Reads: 238
Electric power utilities face relentless pressure on their financial performance, and reducing distribution grid losses is one of the last untapped opportunities to meet their business goals. Combining IoT-enabled sensors and cloud-based data analytics, utilities now are able to find, quantify and reduce losses faster – and with a smaller IT footprint. Solutions exist using Internet-enabled sensors deployed temporarily at strategic locations within the distribution grid to measure actual line loads.
Oct. 9, 2015 03:49 PM EDT
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome,” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
Oct. 9, 2015 03:45 PM EDT Reads: 141
You have your devices and your data, but what about the rest of your Internet of Things story? Two popular classes of technologies that nicely handle the Big Data analytics for Internet of Things are Apache Hadoop and NoSQL. Hadoop is designed for parallelizing analytical work across many servers and is ideal for the massive data volumes you create with IoT devices. NoSQL databases such as Apache HBase are ideal for storing and retrieving IoT data as “time series data.”
Oct. 9, 2015 03:45 PM EDT Reads: 506
The IoT market is on track to hit $7.1 trillion in 2020. The reality is that only a handful of companies are ready for this massive demand. There are a lot of barriers, paint points, traps, and hidden roadblocks. How can we deal with these issues and challenges? The paradigm has changed. Old-style ad-hoc trial-and-error ways will certainly lead you to the dead end. What is mandatory is an overarching and adaptive approach to effectively handle the rapid changes and exponential growth.
Oct. 9, 2015 03:00 PM EDT Reads: 207
Today’s connected world is moving from devices towards things, what this means is that by using increasingly low cost sensors embedded in devices we can create many new use cases. These span across use cases in cities, vehicles, home, offices, factories, retail environments, worksites, health, logistics, and health. These use cases rely on ubiquitous connectivity and generate massive amounts of data at scale. These technologies enable new business opportunities, ways to optimize and automate, along with new ways to engage with users.
Oct. 9, 2015 02:00 PM EDT Reads: 190
The IoT is upon us, but today’s databases, built on 30-year-old math, require multiple platforms to create a single solution. Data demands of the IoT require Big Data systems that can handle ingest, transactions and analytics concurrently adapting to varied situations as they occur, with speed at scale. In his session at @ThingsExpo, Chad Jones, chief strategy officer at Deep Information Sciences, will look differently at IoT data so enterprises can fully leverage their IoT potential. He’ll share tips on how to speed up business initiatives, harness Big Data and remain one step ahead by apply...
Oct. 9, 2015 01:45 PM EDT Reads: 562
There will be 20 billion IoT devices connected to the Internet soon. What if we could control these devices with our voice, mind, or gestures? What if we could teach these devices how to talk to each other? What if these devices could learn how to interact with us (and each other) to make our lives better? What if Jarvis was real? How can I gain these super powers? In his session at 17th Cloud Expo, Chris Matthieu, co-founder and CTO of Octoblu, will show you!
Oct. 9, 2015 01:15 PM EDT
SYS-CON Events announced today that ProfitBricks, the provider of painless cloud infrastructure, will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. ProfitBricks is the IaaS provider that offers a painless cloud experience for all IT users, with no learning curve. ProfitBricks boasts flexible cloud servers and networking, an integrated Data Center Designer tool for visual control over the cloud and the best price/performance value available. ProfitBricks was named one of the coolest Clo...
Oct. 9, 2015 01:00 PM EDT Reads: 798
As a company adopts a DevOps approach to software development, what are key things that both the Dev and Ops side of the business must keep in mind to ensure effective continuous delivery? In his session at DevOps Summit, Mark Hydar, Head of DevOps, Ericsson TV Platforms, will share best practices and provide helpful tips for Ops teams to adopt an open line of communication with the development side of the house to ensure success between the two sides.
Oct. 9, 2015 01:00 PM EDT Reads: 608
SYS-CON Events announced today that IBM Cloud Data Services has been named “Bronze Sponsor” of SYS-CON's 17th Cloud Expo, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. IBM Cloud Data Services offers a portfolio of integrated, best-of-breed cloud data services for developers focused on mobile computing and analytics use cases.
Oct. 9, 2015 12:00 PM EDT Reads: 738
SYS-CON Events announced today that Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, will keynote at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA.
Oct. 9, 2015 11:15 AM EDT
Developing software for the Internet of Things (IoT) comes with its own set of challenges. Security, privacy, and unified standards are a few key issues. In addition, each IoT product is comprised of at least three separate application components: the software embedded in the device, the backend big-data service, and the mobile application for the end user's controls. Each component is developed by a different team, using different technologies and practices, and deployed to a different stack/target - this makes the integration of these separate pipelines and the coordination of software upd...
Oct. 9, 2015 09:00 AM EDT Reads: 296
Mobile messaging has been a popular communication channel for more than 20 years. Finnish engineer Matti Makkonen invented the idea for SMS (Short Message Service) in 1984, making his vision a reality on December 3, 1992 by sending the first message ("Happy Christmas") from a PC to a cell phone. Since then, the technology has evolved immensely, from both a technology standpoint, and in our everyday uses for it. Originally used for person-to-person (P2P) communication, i.e., Sally sends a text message to Betty – mobile messaging now offers tremendous value to businesses for customer and empl...
Oct. 9, 2015 08:30 AM EDT Reads: 311
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Oct. 9, 2015 07:00 AM EDT Reads: 5,888
WebRTC converts the entire network into a ubiquitous communications cloud thereby connecting anytime, anywhere through any point. In his session at WebRTC Summit,, Mark Castleman, EIR at Bell Labs and Head of Future X Labs, will discuss how the transformational nature of communications is achieved through the democratizing force of WebRTC. WebRTC is doing for voice what HTML did for web content.
Oct. 9, 2015 06:00 AM EDT Reads: 1,416
The broad selection of hardware, the rapid evolution of operating systems and the time-to-market for mobile apps has been so rapid that new challenges for developers and engineers arise every day. Security, testing, hosting, and other metrics have to be considered through the process. In his session at Big Data Expo, Walter Maguire, Chief Field Technologist, HP Big Data Group, at Hewlett-Packard, will discuss the challenges faced by developers and a composite Big Data applications builder, focusing on how to help solve the problems that developers are continuously battling.
Oct. 9, 2015 04:00 AM EDT Reads: 506