Australian organisations are focusing too much on the 'flashier' side of the Internet to build their online strategies, rather than using the more popular Internet tool - email, according to research.
"Smart marketers are beginning to understand that a real return on investment can be realised through an effective permission based email marketing campaign," abacab media technologies Director Kevin Garber said in a statement.
Research shows that only 20 percent of regular Internet users' time is spent scouring the World Wide Web, compared to a staggering 85 percent spent processing email, according to Garber.
In conclusion to the latest findings, Garber believes that Australian companies need to reassess their online business models to take advantage of this significant factor.
Companies have overlooked the email as a business tool, instead concentrating on the "flashier end of the new media technologies spectrum such as the world wide web, broadband, and streaming technologies."
"Most organisations have not fully capitalised on email as a business tool that is used to achieve marketing or other traditional business functions," Garber said.
