Marketing’s Age of Relevance: How to read and react to customer signals


The objective of responsiveness is to turn new customers into loyal repeat buyers. The new world of customer lifecycle management (CLM) is killing off two traditional and outmoded marketing concepts: the funnel and the calendar. Traditional marketing communications—aligned with a calendar of holidays, product launches, and other marketing-defined events—is an unresponsive model organized around the company, not the customer. It doesn’t account for the many daily opportunities to effectively engage with customers on their terms, when they’re ready to engage. Increasingly, customers just aren’t listening to the barrage of traditional outbound, irrelevant messages. They TiVo past television commercials, sign up for Do-Not-Call lists, install ad blockers on their PCs, and automatically divert email offers to their spam folders. Read more.

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