Talk to most marketing executives about their strategic plans and quite a few will anchor on the “wire” they are using to reach their target customers.
Direct mail, e-mail, social, mobile, search, billboards, TV, radio: all wires, literal and figurative, to try to connect with and engage your consumer.
Forget about the wire.
Or at least don’t start there. Consumers fundamentally don’t care about the wire you use to garner their attention.
We care about being engaged with relevant and differentiated content and solutions. We care about the remarkable stories you share. We care that you meet us how and when we wish to be met.
As the lines blur–the wires cross–those that focus relentlessly on the method to reach us inevitably get lost in the clutter.