There's not much I can add to this that isn't already in plain view. It's one of marketing's most basic principles. Message -> Transmission -> Audience. All three of these critical stages have to line up logically with what you are try to market or advertise, be it a branding message, a product, a service, or even a dear John letter. You can craft the most killer ad known to man, but if you send it to the wrong audience, or send it to the right audience the wrong way, you've failed. And your results will show you that. Go where your audience is, and send it to them the way they like to be reached. Simple. Sure, it might be exponentially more expensive to send a direct mail piece, or mobile message, than an email - but why spend any money at all - even if it is a little - if it doesn't show you a return? At to finish before the horse is thoroughly beaten, if you are basing your campaign or business iniative on research - which you should always do - make sure your information is coming from outside your building and from the audience that matters most.
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