Email as a medium for business-related marketing is likely to be replaced by other tools for communication, it has been claimed.

According to Marcel Cowan, the director of the Cowan Group, a majority of new online marketing strategies, which may be deployed by SEO specialists, make use of social networking and instant messaging mediums.

"We do not believe emails will continue to be the chief means of web communications - some would argue, in terms of reach, social and instant messaging has already surpassed email," said Mr Cowan.

Mr Cowan, who is also the chairman of the e-communications council of the Internet Advertising Bureau (IAB), said that other ways of accessing the internet will make it necessary for email to evolve.

The Cowan Group is an agency specialising in advertising and digital design.

In related news, Ben Butler, content manager for the IAB, believes that while email marketing is easy to implement, it is difficult to do so effectively.