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Home > Community > Business Blogs > Industry Insight > The relevance of relevance
Recently I wrote an article for CMSWire for their Web Engagement section about the relevance of relevance. In the article, I talk through why I think the marketplace is moving towards delivering more personally meaningful content, and why relevant content matters.
Last week, Sitecore launched our new Email Campaign Manager product, and it's going to be a game changer. For a very long time, email has been all about deliverability, and that's certainly important. Customers can't engage if they don't get the email, but that's where a lot of email vendors have really stopped. What Sitecore's email campaign manager will do is start to bridge the gap between a visitor's web experience and their email experience. By blending the knoweledge gained about a visitor during their last web session, we can start to tailor how we engage them via email. In other words, we can start to listen to the customer, and make sure our communication with them is something that they care about, something that's relevant to them.
I hear all the time that people hate advertising, hate commercials, but that's not really true. People just hate irrelevant information. However, if they happen to see something that is directly in line with a topic they care about, they'll stop and listen. In fact, in many cases, most people feel it's very beneficial and think of it as a service to them. This why we need more ways to sense what customers want, and adapt to them. Ways to be more relevant to them.
There's a great book I just finished reading by Bob Gilbreath called the Next Evolution of Marketing, and I highly recommend it. In the book, Bob explains why relevance is going to drive the next generation of marketing to our customers. It's chock full of great examples from the largest companies on the planet, and shows that customer intimacy is not just for little companies.
All in all, I predict you'll be seeing more of this in the marketplace, and a great deal more of this kind of technology from Sitecore. We're in the business of helping you understand the customer, and adapt to them across your online channels. We'll even coordinate with your offline channels too. At the end of the day, organizations that can be relevant, and personally meaningful to their customers will be the long term winners and that's what Sitecore strives to enable.
Tags: Online Marketing, Website Visitor Context, Personalization, Online Campaigns, Future of WCM
- Erick Mott August 04, 2010 at 4:17 AM
Darren is broad technologist with a deep understanding of the Web CMS marketplace. Early in his career he served as Director of Technology for a large financial organization. He subsequently ran e-Commerce operations for a large regional Consulting organization, building sizeable e-Commerce and CMS solutions for enterprises.
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