Redefining Marketing: It's All About Content and Relevance!

Marketing has changed. It is now about providing relevant content, pure and simple.

It's no longer about "marketing messages." Consumers are smart. They're savvy. They know when someone is trying to persuade them with a marketing message. 

Today's consumer is looking for interesting, relevant content. It may entertaining, dramatic, a heartwarming story, a fascinating testimonial, or a "how to" video. What consumers don't want are spam emails, claims that "we have the best service" (everyone says that), etc. It's about engaging the consumer with information and stories they are interested in. It's about being customer-centric. About not only listening to the customer, but living as the customer.

The only way to understand your customer is to be your customer. Test the systems, test your people, test your service. And when something doesn't go right don't be defensive, consider the information to be helpful feedback

A recent survey by Kronos found "68% of Americans say a negative shopping experience within a single channel negatively impacts their perception across all channels."