This may be the year when everything changes. A look at what might happen to e-mail, mobile, and social channels in 2010.
I've been "doing e-mail" since 1997 -- all my years on the service provider side. When I look back on 2010, I think it will be the year when everything changed.
Already many e-mail service providers (ESPs) have moved into mobile and social channels in a limited way. This trend will continue, and marketers will increasingly organize themselves around these "digital direct" channels. So, here's what I think we'll see happen in 2010...
When I think about mobile as a channel, I'm thinking about its use as a CRM (define) channel, not for advertising. Mobile handsets are now ubiquitous in most parts of the globe, and unlimited plans (text and data) are the catalyst for growth of SMS (define) and mobile apps.
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Ed Henrich is vice president of professional services for Responsys, leading the company's creative, campaign development, strategy, and analytics teams to produce award-winning and profitable client e-mail marketing programs. Ed is a pioneer in the e-mail marketing industry, having joined Post Communications (now Yesmail) in 1997 when it was a five-person startup. For eight years, he was the company's vice president of client services, then president. Before that, Ed was a venture capitalist at Internet Capital Group and a senior consultant with McKinsey & Company. A former Fulbright Scholar to Australia in Control Systems Engineering, Ed holds a PhD and an MS from UCLA and a BS from Drexel University. Follow him at his blog, LinkedIn, or Facebook.
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