E-mail marketers don’t expect Facebook’s revamped messaging system to replace traditional e-mail service, but they are watching the platform’s rollout to see how they can use it to interact with consumers.
“I agree with other marketers who’ve looked at this as Facebook’s play to capture young consumers who haven’t quite settled into using an e-mail client for personal or professional messages,” said Marc Haseltine, manager of e-mail marketing at the National Geographic Society. “Over the years, older users have developed a comfort level with their e-mail client, so it will require some game-changing functionality in the Facebook product to get the switch soon.”
Dave Marsey, SVP of media at integrated agency Digitas, said the platform may create opportunities to reach consumers when they are about to take action. Marketers may be able to glean consumer information based on the conversations they are having in social media.
“Facebook is making the social experience — talking about what we need and do — mimic the way it occurs real life,” he said.
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