The explosion in ways to communicate electronically is both good and bad news.
The good news is that you now have dozens of ways to communicate with your consumers. The bad news is that those dozens of channels have to be filled. The days of printing a brochure, mailing it out, and waiting for the phone to ring are gone.
To further complicate things, each channel’s message needs to have a different feel even if the overall message doesn’t change. Your eNewsletter will be a different read than your Twitter stream.
Each customer will receive your message in the ways they prefer, too. The user on your email list may never go to your Twitter feed. Plenty of customers will still want to read a physical brochure before calling in.
You no longer have one audience, but dozens. Stop speaking with one voice.