Kevin Mabley

Kevin Mabley
The Center of the Relationship

The days of batch-and-blast marketing are over. Today's savvy consumers want—and expect—the commercial communications they receive to be timely, relevant and based on their previous interactions with the brand or program. They expect marketers to know what interests them and provide customized offers and information based on these interests, both explicitly stated through preference centers and implicitly stated through past purchases and previous interactions. The good news is technology is available to facilitate this activity, and marketers certainly are capable of providing content that meets consumer needs.