An interesting blog on resolutions for bank marketers for 2012 brought to mind my ongoing admonishments (One Size Doesn't Fit All) about the importance of being mindful of consumers preferences. Marketing budgets are finite and all companies want to make the most of those limited dollars. Doing more with less is a mantra these days and one closely heeded by most marketing departments.

That being said, when comparing the cost of reaching consumers through various channels, it is imperative to understand and leverage consumer’s channel preference and the likelihood of successfully communicating with them relative to a given topic. Wise marketers try to remain channel neutral and let the campaign metrics and customer insights guide their choices when deploying marketing dollars. Ignored marketing messages are the most expensive and inefficient use of scarce resources. Let’s listen to what consumers tell us and respond accordingly or they may not listen to us!