The days of batch and blast are over. Today’s marketing efforts require a targeted approach that understands the behavior of you customer, what they want and soon, what they will do next. “The marketing game has changed dramatically,” said Tom Pines, CEO at Real Magnet. “We’ve gone from batch and blast to a much more sophisticated way to do things. The main driver is the flood of e-mails being sent. Everyone is overwhelmed. Now it’s all about relevancy, segmentation and targeting. Marketing is currently moving from marketing segmentation to marketing automation. The next phase will be predictive—looking at your data and start making recommendations for you.”
“We’re talking about a data model if executed properly is very powerful, very lucrative,” said moderator Russell Perkins, head of InfoCommerce Group, kicking off one of the best sessions at BIMS last month, titled Everyone in the Pool.
I recall once attending a taping of Late Night With David Letterman in New York, and a comedian came out to "warm us up." While you are just the seated audience, more interaction does produce a better show—more applause, funny comments, occasional questions—so it makes sense that they do that.