Last night Gmail was down... This happened in the middle of the night here in Seattle, but what happens when the technologies we rely on fail? Well, people all over the world adapted. When email fails, people turned to their facebook and twitter accounts to connect.
This is just a simple example of why we should be using multiple communications streams- sometimes one demographic prefers one channel over another, and sometimes there is a mistake or a failure and we can be adaptive by using another tool. Being flexible and planning to use multiple channels is valuable in any marketing plan.
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