Gold Lasso CEO Predicts Multichannel Marketing Communications Evolution Facebook's Modern Messaging System will Force Marketers to Regroup in 2011

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The Facebook universal messaging system announcement focused entirely on personal communications, and didn't address how this impacts commercial email. Gold Lasso provides three significant predictions for the online marketing industry and what this means for how businesses will communicate with their customers and subscribers in the future.

Gold Lasso today released three key predictions based on Facebook's new modern messaging system, formerly referred to as "Project Titan." Elie Ashery, co-founder and CEO of Gold Lasso, a provider of sophisticated multi-channel marketing technologies, was the first in the industry to predict that Facebook would eventually launch an email product. (See the 2007 article here: Chief Marketer) His insight into today's announcement sheds light on a growing industry with an increase in opportunities for marketers, as summarized on the Gold Lasso blog, The From Line.

"This is proof to the longevity of email," said Elie Ashery. "Email is not going away, and marketing is going to be more integrated than ever as a result of this announcement," he continued. Facebook messaging, which adds email to their system for the first time, will focus on four channels of communication: SMS, Facebook messaging, IM and email. Facebook users will have the ability to obtain email addresses as part of the new system.

As predicted by the original 2007 article by Elie Ashery, email and other electronic communications are naturally evolving based on consumer needs. The article stated, "Based on the wide adoption of social networking sites over the past few years, coupled with the fact that the average user is increasing the amount of time spent on these sites, it is only natural for social networking sites to include inter-network e-mail as part of their service offerings."

Gold Lasso's Three Predictions for 2011 and Beyond:

#1: The Like Button Will Become a Universal Multichannel Opt-In

Rather than requiring individuals complete forms, the Facebook Like button will become a universal opt-in method. This will prove to be beneficial to marketers. Because Facebook's system will automatically detect where the user is located (either at a computer, on their mobile device or completely offline), only one method of communication will be required to reach subscribers. If a marketer sends messages to their subscriber list, those individuals on Facebook will receive the message as an IM if they are logged into a computer. If they're on a mobile device, the message will be delivered as a text message, and if someone is completely offline, the message will go to their in-box. The same will hold true regardless if the message is personal correspondence or commercial messages such as retailer coupons, unless a Facebook user's preferences indicate otherwise.

#2: Facebook Messaging Will Force a 2-Way Dialogue

Marketing experts have long-been supporting a move towards 2-way dialogues between businesses and subscribers. With today's announcement, businesses reaching out to Facebook users must be aware of the differences between current email clients and the modern messaging system. From now on, messaging experiences of users will gradually morph from formal, lengthy messages to shorter and more personal communications. This highlights the increasing demand for personalized marketing campaigns more than ever.

Gold Lasso echoes its previous support of this socially-driven email evolution. Changing technology not only benefits the users, it also forces businesses to change their marketing approaches. As previously stated by Elie Ashery in the 2009 article "Get Ready for Email 3.0" regarding the then-upcoming Google Wave and other email developments, "Telling subscribers not to respond or not responding will quickly get marketers muted, rendering their efforts useless."

#3: A Decreased Need for Multichannel Solutions

Once Facebook messaging adopts traditional email protocols such as IMAP, marketers will no longer need to create separate messages for each channel. Currently marketers trying to reach subscribers through multiple online channels must write, design, code and deliver messages which use multiple delivery protocols. With a universal messaging system, the same marketers won't need to create multiple messages that are handled by multiple systems. Facebook's technology (and future systems that emerge as an attempt to compete) will detect how and where subscribers want to read messages. The need for single-channel technologies (such as SMS-only or email-only messaging vendors) will fall by the wayside and only a single system will be necessary.

Founded in 2002, Gold Lasso, located in Gaithersburg, Maryland, is a provider of sophisticated multi-channel marketing technologies and services that help companies easily interact with their customers in a more relevant and personalized way. In an ever-changing marketing environment, long-term client success is our mission; therefore we provide every client with a dedicated and knowledgeable Account Manager who delivers ongoing strategic guidance. As a continuous developer of innovative features, Gold Lasso is greatly attuned to market shifts and client needs. We make multichannel marketing success cost-effective and easy by providing an all-inclusive feature set scalable for clients to grow their marketing efforts without having to migrate to more expensive systems. We do this by leveraging open source technologies which afford us greater cost advantages that we pass on to our clients. Some of these features include an intuitive and user-friendly interface, in-depth metrics and reporting, campaign automation and a robust API for easy integration. Gold Lasso is truly a complete system designed for clients to achieve a maximum ROI from their email, mobile and web marketing efforts.


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Nataly Blumberg
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