Jason KleinWired, Tired, Expired: Context Ousts Relevancy and Personalization in the Marketing Buzzword Wars

by Jason Klein

Personalization is under attack. Not the act of personalizing messages to be more relevant and valuable – just the word itself. A recent Buzzfeed article reports that brands like Walmart, Macys and Gap are eschewing the term "personalization" in favor of "relevancy." Why? There are a couple of reasons. First, with the amount of contextually relevant data now available to marketers, the term personalization seems dated, limited and even "invasive and robotic," according to the article. Second, brands are very aware of not crossing the line between relevant and creepy.

Continue to read about the evolution of marketing buzzwords

Why Join Only Influencers? Click Here.

"Your Only Influencers group is unbelievably valuable. Dare I say more valuable than any other professional organization I've joined."

Members Login to Read:

Google to Offer Custom Audience


Google may be a little late to the game here, but big news in the ongoing evolution of email marketing and its growing value beyond the walls of the inbox:

Public Links (Non-Members Can click on these Links):

Google May Offer New Way to Target Ads

Facebook throws its email service in the junk

Clash of the tech titans: email is the new battleground

Email Marketers Don't Actually Care About Privacy and Permission - Here's Why


Members Login to Read:

Why Email Will Be Obsolete by 2020

Email is Dead

Another "email is dead" opinion piece with no supporting evidence. The most frustrating part, to me, is this: "We don't have the answer yet, but it's clear that many people don't even use email outside of work. If you are under 20, it's possible you don't even have a personal email account at all, or, if you do, you rarely check it."

Public Resources:

To Speak to a Millennial, Use Email

The Evolution of the Employee

Members Login to Read:

George Bilbrey and "village idiots"


The following is an intense and passionate discussion on optimal send frequencies inspired by George Bilbrey's article "Don't Let Village Wisdom Make You The Village Idiot"


Social Media Professionals: Welcome to Only Influencers.

Only Influencers is a private network, discussion list, resource and meetup group for digital marketers. It has been called a "curated" social media group meaning that each member has been vetted, researched, or is known personally by another member of Only Influencers. It began in 2005 as a Listserv called The Inbox Insiders, a who's who of email marketers and their partners, and it's reputation in the industry grew as it became the most influential, active and important networking group for email marketing professionals in the world. Don't believe me. Read the testimonials here. This is what Dan Springer, CEO of Responsys says about Only Influencers:

"The only industry information source that I religiously check everyday."

One of our members, Chris Donald from Inbox Group calls OI: "Real-Time Knowledge Sharing by the Email, Social and Mobile Influencers and Thought-Leaders.”

Besides an active discussion list and a website that provides resources for digital marketing professionals, OI also holds meetups around the country and at industry tradeshows. To see the latest meetups, become a fan of Only Influencers on Facebook.

We are currently offering Social Media Marketing Professionals

a 6 Month Trial Membership in OI. 

(Limited to first 100 Professionals who Qualify)

Who is Eligible? 

  • Brand Marketers: You must be directly involved with your company's social media marketing efforts.
  • Vendors: only non-sales positions will be considered. 
  • Consultants: thought leaders such as Jay Baer are already members. You must demonstrate a passion for and knowledge of Social Media Marketing.
  • Agencies: you must have social media responsibilities in your firm

To Apply for Membership: 

Fill out the form below and hit submit. We will review your entry and will get back to you shortly. 



Bill McCloskey, Founder, Only Influencers 

2014 Email Marketing Salary Guide


Download the 2014 Email Marketers Salary Guide

Broken down by title, gender, years in business, age.