‘3 doable steps toward always-on, always-relevant marketing’ – Marketing Land
Jordan Elkind says, “The traditional marketing campaign is a topic long debated by industry experts and novices alike. For every article declaring that the campaign is dead, there’s another celebrating its virtues. And while the future of marketing will likely be about continuously engaging customers with relevant content seamlessly across channels, that world can seem like a far-fetched fantasy compared to the current day-to-day rush of getting even basic campaigns out the door.
Ideally, marketing is like a great conversation with a customer. The customer speaks (through actions), and the brand listens, thinks (by layering on intelligence), and responds. This is a continuous process whereby the customer manages their own journey, and the brand is continuously adding value.
Unfortunately, getting to this type of always-on, one-to-one marketing at scale is a real challenge. Luckily, you can start working toward the ideals behind this approach, namely engaging your customers at the right time and as individuals, today”.
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