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E-Mail Versus Twitter
By Bill McCloskey, ClickZ, Aug 27, 2009

Could Twitter replace e-mail as the supreme marketing vehicle? Like e-mail, Twitter is a push medium: pushing out its marketing messages, conversations, and endless blather to cell phones and apps around the world.

The advantage of Twitter over e-mail, some would argue, is that it represents a more interactive, more viral, more everything platform for the marketer. Marketers pay big bucks to design an e-mail campaign to go viral.

With Twitter, viral is the norm, as tweets and retweets multiply themselves. Let’s face it, the promise of e-mail as a dialogue between company and customer is a long unfulfilled dream, but with Twitter it’s a daily occurrence.

The whole topic of e-mail versus social media, specifically the impact of Twitter on the marketing community, has become one of the most hotly debated topics on The Inbox Insiders, a private networking list for the leading e-mail marketers. The debate was kicked off by a blog post by Bob Frady, a marketer most recently at Live Nation. In the post, Frady lists the reasons he dislikes Twitter, including:

Twitter is a news vehicle, not a marketing vehicle.

Customers aren’t as connected as marketers (and thus those who tweet represent a minor segment of the audience).

Social media is overrated as a marketing vehicle.

There is a high rate of burnout with Twitter users.
Frady elaborates on these and other points in his post, which clearly touched a nerve for many marketers and pundits who are heavily invested in the world of Twitter brand building (both personal and corporate).

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