Relevance is a key driver of engagement. Accenture states in its Point of View series, “… without relevance, nothing else matters.”3
However, when it comes to relevance, timing is essential to effectiveness. Temporal relevance is the term we can apply to the fact that relevance has a shelf life – what is interesting to a prospect or customer now, may not be as interesting or relevant a few hours from now. Over time, interest wanes and so does relevance. But if we capture the latest behavior of our prospect and then trigger an interaction based on that behavior in a very timely way, we harness all the power of relevance.
We deliver a relevant comment or opportunity while interest is still at a peak. In being timely and relevant, marketers can significantly improve engagement and help prospects move farther along the buying process.
The problem is that the value of capitalizing on an interest or need in a timely fashion is proportional to the difficulty of the task. While research from MarketingSherpa shows that the number-one way to engage a customer in terms of relevance is with behavioral segmentation, that is segmenting based on previous behaviors, it also shows that the level of difficulty increases with effectiveness
So what’s a marketer to do? You can start by looking for an engagement platform that lets you automate much of the process with defined customer interaction scenarios and triggers that move the conversation forward with relevant responses.
However, when it comes to relevance, timing is essential to effectiveness. Temporal relevance is the term we can apply to the fact that relevance has a shelf life – what is interesting to a prospect or customer now, may not be as interesting or relevant a few hours from now. Over time, interest wanes and so does relevance. But if we capture the latest behavior of our prospect and then trigger an interaction based on that behavior in a very timely way, we harness all the power of relevance.
We deliver a relevant comment or opportunity while interest is still at a peak. In being timely and relevant, marketers can significantly improve engagement and help prospects move farther along the buying process.
The problem is that the value of capitalizing on an interest or need in a timely fashion is proportional to the difficulty of the task. While research from MarketingSherpa shows that the number-one way to engage a customer in terms of relevance is with behavioral segmentation, that is segmenting based on previous behaviors, it also shows that the level of difficulty increases with effectiveness
So what’s a marketer to do? You can start by looking for an engagement platform that lets you automate much of the process with defined customer interaction scenarios and triggers that move the conversation forward with relevant responses.
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