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I had a conversation with a friend yesterday who I want to invite round for lunch. The gist:

My wife has tried calling your wife three times and no answer!

Ah you'd better text her, she sends around 4000 texts a month.

Within three minutes we had a date in the diary - excellent, but why blog about it??

My wife commented - I don't like texting if I had a call with her it would have been so much nicer.

This got me thinking we have voice, email, Twitter (and other tools) txting and face-to-face all of which support relationships. But each tool comes with parameters and uses, the trick is to use them all in the right way.

For marketing this could not be more prescient. I don't text an analyst a briefing request, but I would a stand location at show where we are meeting. I don't email sensitive comments I'd pass that on in person or over the phone.

Ultimately the need to nurture relationships to grow a business are the same as ever but the plethora of tools is greater than ever, the challenge is to match the right tools to the right people for the right uses.

Now how the hell do I use predictive txting!