New communications tools, instant messaging and social network sites will replace email as the main strategy used in online marketing, according to digital design company the Cowan Group.

Tools such as smart phones are already having an effect on the way that the internet is accessed.

It is believed that while it appears natural to use email at present, email the medium will have to evolve to stand out for marketing purposes.

Marcel Cowan, director of the Cowan Group and chairman of the Internet Advertising Bureau e-communications council, said: "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."

Mr Cowan added that to achieve a good reach, methods such as viral, social and widgets are popular new strategies.

In a recent survey Habeas found that 65 per cent of respondents claim that email will continue to be the favoured means of online communication for the next five years.

A recent Connect survey found that the two major concerns about outsourcing services like IT support were 'loss of control' (56 per cent) and 'budget over-runs' (43 per cent)