Electronic communications (r)evolution

April 2, 2008 at 3:42 pm Leave a comment

Helena Bouchez

Something weird has happened to e-mail. People have stopped answering it. Or it takes them a week to reply. And it’s not just one or two people anymore. I have to follow up on about half the e-mails I send now, when just six months ago I received responses from most within 24-36 hours.

Electronic communications methods are evolving quickly – and some say away from e-mail. In fact, e-mail bankruptcy, a desperate act in which the overwhelmed e-mail account owner highlights his or her entire inbox and presses the delete key, is becoming commonplace. People are increasingly protective of their e-mail addresses and many have figured out how to set up e-mail rules and filters to screen out unwanted – and unsolicited – messages. (Great video commentary on e-mail bankruptcy and what to do about it from French entrepreneur Loic LeMeur here.)

This e-mail tune-out is happening across realms: business and personal. In business, it’s across industries. Editors who used to respond to us almost immediately need to be nudged two and three times for the barest acknowledgment. For a current (annual) research project, I’ve even resorted to (gasp) phoning some of the sources to get some response to my time-sensitive requests. When I do get an e-mail reply, it tends to be extremely short. Like a text message. Or a tweet (Twitter communiqué – 140 character limit). I’ve also noticed a steady uptick in the number of actionable messages received via Facebook and LinkedIn.

Because things are changing so rapidly, we must stay on top of what messaging is relevant to our clients’ target markets and the best way to get it in their way. Every tactic has to be reassessed every time, especially if the last time we executed it was more than six months ago. We must be curious and experiment. How many of you Twitter? Use Skype or OoVoo? Belong to a forum? Are aware of the next generation of social networking sites? (I’ll help here: Brain gym and brain training site Headstrongbrain.com currently in beta, is one such site.)

As if keeping up is not enough, we also need to remember to inform clients as to the degree of flux the entire communications industry is in (and is likely to stay in) and educate them about the new communications channels and choices out there. It’s more work for us, of course, but will pay off big in the end – also known as Web 3.0.


Entry filed under: Agency Management, Integrated Marketing, New/Social Media, Trends.

Don’t assume lazy means loyal when customers stick around The dying art of good writing

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed

Contact Us

Questions? Other comments? E-mail us: info@hodgeschindler.com.

Visit our Web site at www.hodgeschindler.com.


Bookmark and Share

Follow Us


Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 5 other followers

Recent Posts


%d bloggers like this: