Why is relevancy becoming more critical to marketers? For one, customers demand it and marketing must meet that demand or risk losing customers. The second reason relevancy is so important to marketers is that it works. Customers are simply worn out by the tidal wave of meaningless non-targeted communications. Customers respond to relevancy, which is proven by lifts in campaign response, as well as improvements in strategic customer metrics.
So what does it take to achieve relevancy?
The explosion and mass adoption of social media coupled with the recent financial crisis, has caused customers to become more skeptical, conscientious and empowered all at the same time. Moreover, customers today are overextended with the demands of family and work and they appreciate communications that are fast, easy, personal and relevant. Achieving customer relevancy requires that customer communications arrive at the right time through the right channel with the right...
