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segmentation

Fewer messages, More distribution channels

Fewer messages, More distribution channels

I find myself saying this over and over again. The temptation for organizations is to just keep creating more and more messages while sending them across the most efficient and established models for the organization. The fatal flaw is in that logic is that the consumer controls the conversation now, not the organization. That means I can "mute" you, and you can't do anything about it. 

The lies that organizations buy into is that ...

  • They constantly need to have something new to say.

  • They intuitively know the communication preferences of others.

  • They believe everyone likes to be reached in the same way.

None of these are true.

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