This article is a great reminder of the importance of strategic thinking when putting together a marketing campaign. So often people try to translate one message into multiple media without thinking about the strengths and weaknesses of that channel, who the audience is and what they expect from that channel.

“…in an era where we are conducting online surveys of customer databases more than ever, why would anyone on that list ever not qualify? You don’t have to look at the data for people that don’t meet some tactical criterion–this time–but if a customer is willing to complete a survey instrument, why ever dump them out of it if they are the wrong age/zip code/smell/blood type/whatever? You might find a use for that data elsewhere. And it’s also another opportunity to thank people for being customers. Just a thought.”

Click here for the full article.

And that’s really the point. Be thoughtful about your marketing.