As mentioned in my last blog post, following the money provides interesting insights. So, I followed $15 million and was interested to learn that Constant Contact, a significant competitor in email marketing, has just acquired start-up Bantam Live. http://tcrn.ch/dILu3s
I really don’t have a strong opinion on the merits of email marketing. There is plenty of data around suggesting that email remains somewhat effective. But, I do know this -
Pushing content to consumers is increasingly a futile effort. Few of us run home and check the mailbox for specials or offers the way we did years ago. And spam filters have become ever more capable of protecting our Inbox.
Social media, however, requires marketers to pull (not push) information. So all consumer contact is effectively opt-in, and therefore has a much greater likelihood of influencing consumer behavior.
At least, that seems to be a bet that Constant Contact is willing to make.
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