Today at Wall Street Journal online this story’s title stood out, “Why Email No Longer Rules…”
Email’s characterization in the article is similar to one we made here in describing it as a communication method used most typically “out of line” with a person’s behavior versus more active, “in line” methods like mobile or instant messaging:
“We all still use email, of course. But email was better suited to the way we used to use the Internet—logging off and on, checking our messages in bursts. Now, we are always connected, whether we are sitting at a desk or on a mobile phone. The always-on connection, in turn, has created a host of new ways to communicate that are much faster than email, and more fun…Why wait for a response to an email when you get a quicker answer over instant messaging?”
The article also notes that even as email use continues to grow, alternatives and new methods are emerging even faster:
“…while email continues to grow, other types of communication services are growing far faster. In August 2009, 276.9 million people used email across the U.S., several European countries, Australia and Brazil, according to Nielsen Co., up 21% from 229.2 million in August 2008. But the number of users on social-networking and other community sites jumped 31% to 301.5 million people.”
The sheer volume of communications now possible raises the specter of effectiveness. The paradox which is mobile that we have talked about is also referenced; people can now communicate with almost anyone, anywhere, anytime, yet the most relevant and useful interactions are those which are personal. The article describes the distinction as “…a river that continues to flow as you dip into it” versus “too much information.”
For mobile marketers, the takeaway should be that the opportunity presented by mobile cannot be ignored but the most effective interactions will be those that consider the Mobile Customer Experience first and foremost.
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