Matching Message & Medium
Posted in Creative Strategy
Consumers are so used a customized content experience that they actually get super annoyed when you get it wrong. Consider the quagmire that your local white pages phone book found itself in, for example. An organization called banthephonebook.org makes the obvious (and good) point about the environmental impact of printing so many pages; but perhaps the reason why things grew into a whole entire movement was because people were so personally offended that someone would send them so much meaningless content without their permission. This is a great lesson in the value of knowing who your audience is and understanding how they want to hear from you (and about what). With a strategy, you can avoid spending precious marketing dollars that end up creating no effect…or worse.
P.S. Go online to opt out of getting a printed phone book: https://www.yellowpagesoptout.com