Good morning: Adapting to new customer paradigms

When making sure it's the right time to engage a customer, it's best to abandon old ideas.

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Good morning, Marketers, and how can you really be sure it’s the right time to engage a customer?

First, marketers need to let go of archaic strategies. They might have worked once upon a time. But customer behavior has changed.

For email, which has been around for ages, but remains a fantastic source of ROI, the old ways won’t work. According to Ryan Phelan, at our recent conference, marketers need to adapt the structure and timing of email engagement to the customer’s changing needs.

He calls for a switch from a lifecycle framework to more of an always-on touchpoint-based approach. Instead of trying to force customers into an outdated strategy, make it possible to learn from the discovery and buying behaviors that they engage in now.

Chris Wood,


Quote of the day. “I hope that even my worst critics remain on Twitter, because that is what free speech means.” Elon Musk, CEO Tesla and SpaceX

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About the author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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