Great study & book report from D&B – where digital relevance = marketing relationships (which is directly related to responsiveness). They highlight a new book Digital Relevance: Developing Marketing Content and Strategies that Drive Results, by Ardath Albee – that has some great ‘lessons to live by’ – applicable to both marketing plannign and daily life;
Marketers know relevance is critical, but they need to understand what it truly means in action and how to accomplish it….With this competency, they’ll help their companies reverse the credibility gap and help their buyers get on the fast track to problem resolution by creating better connections with depth of meaning.
D&B goes on to state that;
Digital Relevance argues that relevance maturity is contingent on how responsive the marketing team is in its execution. For example, a relevance maturity level of “irrelevance” requires the lowest level of responsive execution (the “reactive state”). Conversely, the highest relevance maturity level (“radical relevance”) calls for the “dynamic state,” or highest marketing execution level.