It’s your best friend, as well as your worst enemy. You have it with you all the time.
I cannot walk the streets of Manhattan without seeing people walking while typing on their Blackberry or iPhone.
One thing becomes crystal clear to me.
The marketer that best embraces my most intimate of devices wins my undying loyalty.
But what does that really mean? My undying loyalty does not come cheap.
- Don’t disrespect me – and send me messages during dinner or while sleeping. Have the good sense to personalize it for my time zone.
- Don’t bore me – and send me lengthy messages that are hard to read.
- Don’t make it hard for me – to follow-up on what you are asking.
- Don’t annoy me – by sending me email after email.
On the other hand
- Do make it interesting. Surprise me.
- Do make it fun.
- Do respect me. Make it easy to change my preferences.
- Do make it just for me. Customize it by what you know about me.
The next great battle in marketing will be fought over these small, intimate devices. What’s your strategy?
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