Text Box: Digital technology, supports fresh marketing thinking in ways not yet fully understood. Much of prior thinking assumed mass communication. The same message to large groups of recipients. The ability to tailor messaging based on recipient traits and specific relationship with the marketer represents truly breakthrough Text Box: A Concept Born of Technology Client Path Marketing is a micro-marketing concept, requiring the ability to communicate directly with small groups, even individuals. Therefore, the digital revolution, web and print, empowers Client Path Marketing, making it a dynamic action tool rather than a marginally interesting chapter in a marketing textbook. Note that Client Path Marketing is distinctive in part because of emphasis on relationship-based micro-communication. CPM embraces personalized communication (there’s nothing wrong with a promo that includes your name written in the sand with pebbles); but more important is relevance based on the Client Path stage of the recipient. For example, common sense tells us that truly loyal Clients shouldn’t receive the same “Preferred Customer” offer as long-lapsed Clients. About to be lost Prospects shouldn’t receive the same generic brochure that we might send a Warm Prospect.

Evolution of Concept