As more and more businesses
adopt marketing automation
in 2014, the Age of Relevance
will become more predominant. In the past,
while everyone else was batching and blasting,
early adopters of marketing automation
were quietly achieving dramatically improved
conversions, because their content was so much
more relevant.
But as marketing automation heads towards
the tipping point, being relevant will no longer
be enough. Even now, we’re starting to see
more and more customer inboxes dominated
by relevant marketing content. Now what?
How do you get through all the noise, when
most of it becomes relevant? Well, you have to
get good at creating seducible moments.
A seducible moment is that point at which a
potential customer gains enough trust,
AND is feeling a positive emotional connection
toward you and/or your offers. This is at the
heart of every conversion. This can happen
on any device using any channel. Big data,
marketing automation tools and new processes
allow you to enter the Age of Relevance. And
while finally being able to target the right
person at the right time is a huge win for most
companies, the big winners in 2014 will also
focus on ensuring the right content includes
seducible moments.