{"id":6558,"date":"2023-01-17T21:43:00","date_gmt":"2023-01-17T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/?p=6558"},"modified":"2024-01-09T16:42:16","modified_gmt":"2024-01-09T14:42:16","slug":"relevance-in-marketing-where-it-is-going","status":"publish","type":"post","link":"https:\/\/masterbase.com\/en\/la-relevancia-en-marketing-hacia-donde-va\/masterbase\/","title":{"rendered":"Relevance in marketing - where is it going?"},"content":{"rendered":"

In a past article called 4 steps to create relevant messages in Email Marketing<\/a> I defined relevance, detailed its importance and outlined 4 steps to create relevant messages.<\/p>\n

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Now it's time to look at where relevance is going thanks to three major factors: more and better technologies to achieve relevance, data to feed these technologies, and strategies to most effectively direct efforts toward full relevance.<\/p>\n

An interesting article by David Daniels<\/a> of The Revancy Group describes this new future for marketing relevance.<\/p>\n

We are rapidly moving into a new phase when it comes to relevance, where the future goes from a CRM to a contextual tactic to deliver a true one-to-one experience known as \"people-based marketing\" (People-BasedMarketing).<\/strong><\/p>\n

This approach involves blending CRM data with unknown data to recognize the customer as a person. This notion of people-based marketing allows marketers to target people individually, but massively, for the first time.<\/p>\n

Digital marketers must begin to recognize customers as individuals, mimicking offline experiences. Many offline businesses (physical stores) recognize their regular customers and have diverse conversations, and receive different offers than new customers visiting the company for the first time.<\/p>\n

This approach requires knowing the person's identity and then using behaviors, attitudes, demographics and locations as targeting attributes.<\/p>\n

Today's marketers have the ability to target customers through their email address, yet we find that email marketers are not using all the data available to them.<\/p>\n

The future of relevance has begun<\/h3>\n

Consumers demand relevance. In the recent Relevance Group Consumer Survey, 55% of consumers say they ignore or reject messages that are not relevant to them.<\/strong><\/p>\n

The journey of relevance<\/h3>\n