Here’s a snippet of a conversation I had the other day with a local marketer.

Marketing Guy: “Dan, what is one of the greatest benefits Sitebrands new product [relevance7] will bring to marketers in general?”

Dan: “That’s easy, zero integration.”

Marketing Guy: “Are you referring to the one line of code that is required for your tool to be fully implemented into a website?”

Dan: “well, sort of.”

Marketing Guy: “Can you elaborate?”

Dan: “Zero integration means that there is no longer a need to involve IT, this means that marketers have 100% control over what they want to do on the website.”

Zero Integration = No need to pester IT = Marketers get to do what they want when they want.

His eyes lit up.

Marketing guy: “Really? What do you mean?”

Dan: “If you want to change content on your site to better reflect the type of visitor you currently have on your site, go ahead, you can do that through our UI without the need of your IT department. Whether or not you have long release cycles or other organizational roadblocks to do the types of online marketing you’ve been accustomed to doing in the offline world, you can now do it in the online world without pestering IT. If you want to tap into any data point you or your vendors own, you can do that without the techies. In other words, our one line of code will allow a marketer to tap into all of the various back-end data sources you have in order to offer the most relevant message in real time to your visitors across multiple sessions.”

Marketing guy: “So what you’re saying is that Sitebrand has designed a personalization tool that puts the power of marketing where it belongs, in the marketers’ hands”.

Dan: “That’s what I said, zero integration.”