Yes, I want them to initiate conversations so I'm not always doing it. But there is a fine line between being a good texter with game, and an annoying texter. Does this sound confusing and borderline impossible to get right? Exactly. You can't win.
The newest generation of consumers has blown traditional marketing to smithereens. According to PR expert Stefan Pollack in his book Disrupted, the "iGen" generation are those born after 1994 and have never known life without computers and mobile devices.
My experience simplifying a development message was last year during the "Every Child Deserves a 5th Birthday" campaign. The rallying cry was easy to understand. No child should die from a preventable disease.
NBA sensation Jeremy Lin chatted with me at SXSW about his brand new documentary, Linsanity the movie, appearing in various YouTube videos and the overall message he wants fans to take away from his new film.
The days of leisurely contemplating and observing our world through the morning and evening newspapers is long gone. The reassuring news coverage of the fixed-time network news has disappeared. We are living in a 24/7 world.