For example, if a shopper abandons a cart and doesn’t get a relevant follow-up until a few days later, you’ve likely lost that customer to a competitor.
Relevance is the personalization multiplier
Moving toward relevance requires intention. Start by focusing on the data and signals that can create measurable value. If something doesn’t have a direct impact on action, it probably doesn’t belong at the center of your strategy.
This might require you to get comfortable pulling back. Not every signal or moment needs a responding message. Knowing when not to engage is part of building trust with customers and ensuring they have a positive experience.
And above all, make sure these decisions connect across the lifecycle. Messages should build on each other, not compete for attention.
This may require a review of your tech stack. Relevance depends on a connected system of intelligence that brings data and context together, not a patchwork of disparate tools.
The brands that outperform are the ones that offer the most relevant experience.
If you want to dive deeper into how CMOs are navigating the shift to relevance, check out The CMO’s New Mandate: Proving Marketing’s Impact in the Age of AI.
