Don't Leave Them Behind

In a recent client presentation, a particularly insightful question was asked: "How do you make sure the marketing tactics we use don't leave our targets behind?" I was impressed with the thoughtfulness of this question. In our effort to break through the clutter, we marketers often jump to embrace a new technology or technique without vetting it with the target or asking them what they think. In the world of relationship marketing, this can significantly damage the relationship we're building. Our programs are designed to gather information and preferences for message and channel, but it's good to remember that not everyone accepts new technology or tactics with quite the same enthusiasm. We are creatures of habit and dealing with something "new" can add stress to our targets' already busy lives.

I thought this client's question served as a great reminder that building a good relationship sometimes means walking where the target is comfortable instead of sprinting forward to embrace new technology that leaves them in the dust. So, I'm putting on hold my plans to send this blog directly to your brain! (Kidding, of course.)