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"What can happen in less than a second?" asked Mitch Eisen, CTO and co-founder of Real Magnet, to start his session on marketing automation at last week's SIIA Digital Marketing Boot Camp in Chicago. "One thing is your customer decides whether to engage with [you].

The days of batch and blast are over. Today’s marketing efforts require a targeted approach that understands the behavior of you customer, what they want and soon, what they will do next. “The marketing game has changed dramatically,” said Tom Pines, CEO at Real Magnet. “We’ve gone from batch and blast to a much more sophisticated way to do things. The main driver is the flood of e-mails being sent. Everyone is overwhelmed. Now it’s all about relevancy, segmentation and targeting. Marketing is currently moving from marketing segmentation to marketing automation. The next phase will be predictive—looking at your data and start making recommendations for you.”

Matt Bailey has a new book out called Wired to be Wowed: Great Marketing Isn't an Accident now available on Amazon. Bailey has been an always well-received speaker at numerous SIPA events. Here's a quote from one of his insightful blog posts:

At the end of a good post on subject lines, Real Magnet writes that, “What all of these tactics have in common is that they do not rely on tricks or gimmicks to compel an open.” They advise that you respect your subscribers’ time, show some empathy and communicate candidly and clearly.