Customized Multi-channel Marketing - hosted by L2

Seth re-posted a blog entry the other day that I thought contained a good reply to the question, "why should we try this new channel," (be it blog, RSS, eMail, mobile, what-have-you).

From Seth’s article:

As our marketplaces have changed, our approaches haven’t. We still overinvest to ensure success. We still make sure we have just a few eggs, in just one basket, and then we watch that basket really closely. Big mistake.

We live in a world of fashion, not rational computation. A world where everything from brake linings and ball bearings to clothes and airlines is chosen for unpredictable reasons.

The way to grow in the future is to acknowledge how important luck is and to diversify your risk. Do that with lots of products, not just one or two. Cut your overhead so you have plenty of chips, ready for another spin of the roulette wheel.

Try thinking "channels" in place of "basket" and you’ll see where my thinking is headed on this. Diversify your channels and you diversify your baskets. Still watch them closely, though.