The future of customer access will determine the future of marketing, advertising and all comms. ROI should be what drives your business comms.

We know that mobile has won the PC v laptop v tablet –  and it looks like for a good few years to come the phone and phablet will be the primary vehicle for communicating with your clients.  So, knowing what we know – why are we still not marketing direct to mobile numbers, instead our  brand imagery, messages and content are being  delivered over  “fluffy” delivery channels, (need I list social media channels) based on probable, forecast, likely, industry or company self-audited open and read rates.   Face it the metrics are at best “iffy” –  it’s why adverting companies start DirectMarketing offshoots every few years and then close them again soon after – they are started because clients want accountability for their spend, and they are closed when the results are too measurable – and all the margin is in the fluffy/iffy world.