All marketing is about perceived value, emotional decisions (and some rational, although they are really emotional as well, we just don’t know that most of the time we rationalize after the facts) and satisfying customers. We satisfy the needs of the people that buy, those that expect us to generate leads, the folks in the board room, those that have pumped some personal savings in our business, our communities, brand fans etc. In other words: the whole ecosystem of our business (including our partners in life that are happy because we are happy or have received that well-deserved bonus).Satisfaction is by definition very subjective. So find that balance between emotion, rules, cold facts and innovation.
All forms of ‘connected marketing’, where the relevance, value, number and strength of connections between people and companies are central (like in word of mouth marketing, buzz marketing, viral marketing and many forms of social media marketing), are per definition relational. if you approach your clients in a personal, relevant and relational manner, you should per definition pay more attention to the nature of human relationships. People are relational beings and relations are – among others - defined by communication, interpretation, feelings and often a ‘quid pro quo’ aspect. Even the most personal relations and most empathic relational actions mostly have a hidden self-centered aspect. This is not bad, it’s part of human nature.
One of the most important characteristics of relations is that people constantly influence each other, especially subconsciously. The various ways in which we behave in various relations are not coincidental. After all we are constantly trying to influence others in what we say, do and project through body language etc.
In business relations the ‘quid pro quo’ aspect and the influencing is even more prominent. This is exactly why it is important in business to know your clients and prospects well and to present them with the correct perceived value at the correct moment. The importance of ‘influence’ is so large that a term was even invented: “influencer marketing” and that we spend days to identify “influencers”. The entire phenomenon of brand interaction and engagement is eventually based on relations, influencing and a mutual game of giving and taking. The only difference is that it is now much more transparent, customer oriented and visible than it used to be. Internet, social media, you name it.
When the rules of business communication relationships change and everything takes place via conversations, social media, interactions, cross-channel contact moments and digital signals, and if one of the partners in business relations, the customer/prospect, gains more control, the rules of engagement also change. Relevance of information and interaction is the new unique selling point, even a new product. Excellent service and relevant products are not enough anymore .Relevance is connection, relation, interaction, communication, permission and buying currency. Pertinence is the new marketing "P" if you want ;)
Pertinence is the parameter to keep in mind in every single aspect of marketing and communication. Even when you design a call-to-action button for your email. Pertinence is in conversion marketing (making the user experience more relevant), email marketing (relevance of content, timing, frequency, personalization, etc.), social media (conversations have no business value if they are not relevant), SEO (search engine users need links to sites that are relevant for their searches), you name it.
Pertinence is about the customer and the business. Be pertinent. For whatever reason and need.
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