Imagine you're at a party and I've been asked to control the sound system. Now it may be hard for me to accept, but I soon discover that not everyone loves 80's pop as much as I do. Would it be a good idea to increase the volume just because I think everyone should? Of course not. If the music you’re playing isn’t good for your audience, there’s no point in playing it loudly. The same lesson stands for how you should tailor your marketing strategy. Rather than blindly and widely marketing your messages, it’s critical to use technology to optimise marketing and communication processes for the benefit of the client if you want to be successful.
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