What is the purpose of marketing? I always liketo answer that question, quoting what Jim Sterneonce told me in an interview: the three objectives of marketing are reducing costs, improving revenuesand increasing customer satisfaction.In a way these three goals are one and the same:
be protable. Satised customers buy more and
bring new customers with them. Reducing costs and
improving revenues are clearly about prot.
The main question is what all the marketing tactics,channels and strategies we use, need in order tobe successful. The answer is simple: relevance.
If people nd something relevant they will share,
praise, use or buy it. I admit: relevance can meana lot of things. However, it is always about theperceived value of people, regardless of their needs,personal preferences or desires.It’s also about experiences. That can be valuable,funny, inspiring, seducing, nice, satisfying or simplycost-saving. They can also be bad. If they are, youwill quickly know.There is a reciprocal side to relevance: is it relevantto do this or that for our customers AND for us?In the end, whatever we do in marketing isonly successful if it serves a mutual purpose of relevance. Nurturing a lead is about offering the rightcontent at the right moment: relevance. Conversionoptimization is about improving the user experience.Relevance.I can go on for hours, but it’s clear that, no matter how fragmented the marketing reality may be, it allboils down to what people do, need, think, feel and
nd…relevant.The main challenge for marketers is to nd out what
that is and how they can satisfy it and do it better.Measured, data-driven and integrated.That’s what this magazine is about. That’s what theFusion Marketing Experience events are about. Andthat’s what we will bring you in the future, with our new Chief Editor, Trix Slock, the creative brain behind
this rst edition. She will be your guide through the
next ones. And they will be relevant.
J-P De Clerck -
arketing Experience Magazine is the quarterlymagazine of the Fusion Marketing Experienceevents, brought to you by Conversionation and theSocial Marketing Forum. The magazine is free andglobally distributed to marketing executives online,in PDF and via eBook readers. Printed copies arehanded out at Fusion Marketing Experience eventsand are available on demand.Publisher: J-P De Clerck
Founder of Conversionation, online marketingconsultant, B2B marketing specialist, content marketingevangelist and author.Twitter:
Editor in Chief: Trix Slock
Media and communication advisor, editor in chief of dmix magazine and Connect, Contact Center Magazine.Twitter:
Editor Northern America: Jim Ducharme
Former editor of various publications, onlinecommunications specialist and community manager of the Social Marketing Forum.Mail:
Responsible sales & marketing: Rien van den Bosch
Content marketing, lead generation andpublishing specialist.Mail:
Giedrius Ivanauskas, is a researcher of social mediaand augmented reality.Twitter:
Jordie van Rijn
Jordie is an independent email marketing consultantwith his company emailMonday. You can follow him onTwitter:
Andrew Bonar Andrew is an email deliverability consultant and founder of EmailExpert.orgTwitter:
PRODUCTION AND DESIGN:Trix The Company:
Publisher of business journals andcreative lab. Nouvelle Vague in print.
: Co-creative thinker and technical assistance.
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