Even though it’s early January, this is not a 2014 predictions post. However, one trend that will continue to grow this year is that of consumer expectation associated with the sharing of their personal information.
The general public are becoming much more savvy around this data value exchange, and their expectations for what they get in return are increasing.
Relevance is key, and that means serving your customers and prospective customers with meaningful content that services a current need for them, and content which is served via a medium (or channel) that suits their behaviours.
Knowing all the about ‘who’ on its own is no longer enough, it needs to be complimented by the ‘when’ and the combination of both is where real-time relevance can be provided.
There is a simple hierarchy model that can be applied to help ensure relevance can be delivered, and it would be good to hear your opinions on this in the comments section.