My piece of the new media landscape mainly involves mobile, so it is limited but definitely offers insight into something everyone is at least beginning to think about and many have started. I agree with a lot of the articles I’ve been reading toward embracing the rush to all these new emerging channels, but I’m concerned that something could get lost in the shuffle: the relevance to the customer. I’ll paraphrase a quote from a newsletter I get every week. The quote was about marketing to the customer as if you were the customer—i.e., “Let’s think, what entices us to buy?” It’s so simple, yet actually quite brilliant and extremely relevant, as we rush into these new media platforms.

What entices me to buy is different than what entices my kids to ask me to buy for them, and it is also different than what entices my wife to buy. Instead of breaking these enticements by offers, let’s look at them in regards to what actually cuts through the clutter and reaches us (offering the chance of enticing them to buy).

I have given up checking my personal e-mail. I know if someone needs me or if I want to hear from people, they have my cell or work e-mail. My wife, on the other hand, funnels all of her e-mails accounts into one master account and at least sees all of them. Unless I get home early, our direct mail is already in the recycle bin. That’s just my house as an example. Every house is different, which is what’s making our jobs increasingly tricky. (more…)

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