Email will soon be overtaken by alternative forms of online communication, an expert has warned marketing companies, who may be looking to enforce brand loyalty.
Marcel Cowan, director of digital agency Cowan Group, says advertisers need to adapt their strategies to harness the growing popularity of instant messaging and social networking sites instead of traditional web tools like email.
He says: "When it comes to achieving a greater reach and stand-out from emails, other methods such as viral, social and widgets account for most new strategies."
Better mobile phone technology is cited as the driving force behind this trend.
Improved browser experiences on handsets are expected to make them an increasingly popular way to connect to the internet.
However, despite Cowan Group's warning, recent research from Habeas has found that 65 per cent of respondents believe email will continue to be their favoured means of online communication for the next five years.
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