(Article first published on Exchangewire.com, 13/01/17) Ask a consumer to define ‘SPAM’ and ‘Marketing’, and the likely answer will be SPAM is anything they don’t deem personally relevant and marketing anything that they do. In other words, writes Suzanna Chaplin (pictured below), commercial director, ESBConnect, it depends on that particular time and context – what may be SPAM one day, is …
