Are Expanding Communication Channels Backfiring for Businesses?

September 29,2011 - This is quite the time for marketers. The mobile and social media revolution is bringing more consumers online, causing email, text messaging, Facebook and Twitter to displace traditional communication methods. The result is a rich playground for reaching consumers in new, powerful ways seemingly unimaginable just a few years ago.

Yet most businesses aren’t taking full advantage of the opportunities this shifting communications paradigm presents. Instead, they're firing on all cylinders, blasting messages, account updates and notifications via almost any channel imaginable. While this may make sense on the surface, it’s actually backfiring. Consumers are feeling inundated, trapped and, quite frankly, ticked off.

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