Rory Sutherland, Vice Chairman of Ogilvy Group and self-proclaimed “fan” of text messaging — advises marketers to focus on what matters most: getting the value exchange right.
There are no easy answers, but there are some questions that will help produce them. Ask yourself: “Would this [marketing/approach] annoy me?”. That’s a good start. “There are just basic rules of etiquette. You use different media judiciously and the ability to do that intelligently is one mark of a mature and intelligent service brand.”
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