The feeling of ad sensory overload is a given nowadays, thanks to old (TV, radio and e-mail) and emerging (podcasts, mobile marketing) technologies. You can't fault marketers for wanting an additional
slice of revenue pie, but that extra piece may cost marketers consumer loyalty. The proof is in the pudding: take a look at the success of the Do Not Call registry, spam blockers, and ad-zapping TiVo.
Consumers can only handle so much--and destinationCRM editor in chief David Myron, in his editor's note in the March issue of
CRM Magazine, encourages marketers to focus on the quality of their
message rather than the quantity. "The only way to knock down the wall is to gain consumers' trust. One way to do so is for marketers to celebrate customers' identity. Instead of simply adding more
grist to the marketing mill, companies need to focus on quality more so than quantity when it comes to marketing campaigns."
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