‘Why mix-and-match marketing is the way forward’ – Marketing Land
Lewis Gersh says, “Remember “You’ve Got Mail”? Before it was a rom-com starring Tom Hanks and Meg Ryan, it was an amiable AOL greeting accompanied by a cartoon mailbox.
It was a brilliant marketing opportunity. But it also created unintended consequences that continue to reverberate across the digital industry today.
We’ve seen this movie
The beauty of the “You’ve Got Mail” catchphrase was its simplicity. By appropriating established terminology and imagery, AOL eased the transition to online communication and assured novice users that the brave new (virtual) world was not the hostile, technologically complex landscape they feared.
It worked. Email quickly supplanted “snail mail” as the preferred means of written communication.
The tendency, then, is to think of email as a linear improvement — a step up the evolutionary ladder. But this overlooks a salient point. Other than wiping out personal mail, email has had almost no impact”.
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