Businesses using e-mail for business strategy
Businesses are increasingly using e and cloud-based technologies to better manage their data and their operations, but the use of email for business is evolving, and the technology is changing the way they do business, according to the research firm eMarketer.
The number of business owners using email for communication is expected to grow from 6% in 2015 to nearly 13% in 2020, said Mark Clements, eMarketers vice president of global research and analysis.
That is largely because businesses are using ecommerce and mobile apps as their primary means of communicating and growing their business, Clements said.
The majority of e-commerce ecommerce businesses use email for email marketing, and some use email as a standalone tool.
“They’re looking for ways to be more effective in how they communicate,” Clements told Reuters.
“The new reality is, the technology will be used to enhance the communication and to make it better.”
Businesses also are increasingly tapping into social media and video to better connect with customers and help them find products and services, said Michael Capps, vice president for business development at eMarkets.
The most popular forms of video sharing are Facebook, Twitter and YouTube, according eMarkers.
But they are using other forms of communication, including voice-over-text messaging and video, Capps said.
“It’s the first time people are realizing the value of using the same type of technology to communicate,” he said.
Companies are using cloud- and e-storage technologies to store their data, Caddies said.
Some companies have built applications that let users share photos, videos and other data using text or voice, he said, and those applications are used to send and receive business information, which can then be used for marketing purposes.
The biggest growth in use of ecommerce apps is in the United States, where eMarket found that the number of businesses using them is growing from 5% in 2014 to 12% in 2019.
The report also found that businesses are adopting cloud-enabled email, with email as the primary method for communicating with customers.
The share of eCommerce ecommerce companies that use email to send marketing messages grew from 15% in the U.S. in 2019 to 27% in 2021, the eMarketing report said.
However, ecommerce applications that allow for sharing videos and pictures were also popular, with eMarketeers finding that 57% of eMarked applications use video to reach customers.