As marketers, our goal should always be to meet our customers where they are. As much as we may want to establish and control the parameters of every interaction, it doesn’t work that way. Greater success lies in letting the customer dictate how and where the conversation takes place.
Today, the preferred medium across the board seems to be texting. People—and not just younger generations—seem almost allergic to using an actual telephone these days. You can test this theory by trying to order a pizza in a room full of adults and watching people, one by one, claim “not it” on making the call!