In today’s world, people control the content and information they get and how they decide to get it. This makes a brand’s message and the way the message is delivered that much more important. Companies have to be more in tune with the wants and needs of their target audience to make sure that their message is strong and memorable and consistent with those needs and wants. If your message is not relevant, chances are it’ll get ignored. This is especially important during the holiday season when customers both B2B and B2C are inundated with holiday greetings and offers. Are you giving your target audience the information needed so that they are able to make an informed decision about the offer? Is the promotional information clear, or is it sending a mixed message? Is it all about you and not so much about how your product or service can help them? These are all questions that need to be thought about in order to generate the highest rate of success from your marketing efforts. Always make sure the theme of your marketing campaign is consistent and resonates with your audience.