3. Social media want to eat email's lunch

Already, there's plenty of trash-talking from the social media side of the industry. "I think it's kind of a dying business," says Chris Cunningham, CEO of Appssavvy. "People are getting information, content, leads, and offers through widgets, applications, and desktops, while email is being used more as a communications platform."

Cunningham may be biased: Appssavvy's business is to connect social media applications with brands and agencies. But social media platforms do represent a break with the traditional communication channels. For example, Appssavvy brings advertisers to Circle of Moms, a community of 2 million-plus users that is accessible through its website or Facebook. "There's not an email marketing opportunity there because the women there are so satisfied with the community boards and chat rooms," Cunningham says. "They have no need to get these offers anywhere else."

Social media usage has taken off -- even among the tragically unhip. In fact, women over 55 are the fastest-growing segment of Facebook users. But as fast as its growth is, social media is just halfway there in terms of penetration.

The Harris Poll found that 51 percent of Americans are without a social media presence. The survey showed that 48 percent of adults have either a MySpace or Facebook page, but only 16 percent update their pages at least once a day. And a paltry 5 percent use Twitter -- the vast majority of them probably being marketers or the media.

In fact, email may get a boost from social media, says Sarah Benner, senior marketing manager for self-service email marketing provider VerticalResponse. "You can link to specific newsletters or post stuff on your Facebook page that ties back to your email marketing," she says. For example, Tablet Hotels, a boutique hotel-finder, posts last-minute deals to its Twitter feed, along with a link to its opt-in newsletter.

Maureen Streett, search and social media strategist for What's Up Interactive, an agency that provides web, email, and social media marketing, points out that smart email marketers include ways to share messages via social media with one click. "It's a hybrid model that makes email part of a multi-touch campaign," she says.

Sure, advertisers should dabble in social media -- but email is a proven performer, says interactive marketing consultant Jeanne S. Jennings. "We have a history and knowledge about what works," she notes. "If you're looking for ROI and bang for the buck, email should be getting the bulk of the online marketing budget."