There are a lot of reasons, but one of the key reasons in my opinion is that we fail to see the potential in harnessing the online marketing channels for the benefit of our businesses. One more piece of evidence arrived to my e-mail this week.

One of the largest wholesalers in Finland, Prisma (part of the S-Ryhmä group of companies), approached me with an e-mail asking if I’d like to subscribe to their e-mail newsletter. It’s 2010 and only now are the largest companies waking up to the potential of e-mail marketing.

Another failure in the process was the fact that I had already allowed them to send me marketing messages by e-mail. If I had already allowed them to send me marketing messages, why ask the permission twice instead of just start to communicate with me in a nice and positive manner?