As customers become more experienced with online channels, their expectations change. Trust and relevance are the top things customers demand from marketers. Going forward, five things will become increasingly Important for communicating and doing business through online channels. All marketers need to adapt to the new rules of online marketing:
1. Privacy - The price of entry for communicating online.
2. Permission - Asking permission counts in terms of establishing brand equity and maintaining an ongoing dialog.
3. Frequency management - Overcoming online clutter and overload.
4. Relevance - Lack of relevance is the top reason to "opt-out".
5. Personalization - Knowing how much is enough will be the key to positive ROI.
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