Surgically selective. That pretty much describes how in-control we can be about the information and entertainment we consume these days. We want what we want, when we want it. And most of the time, at least in terms of digital satisfaction, we can get it.

“People don’t want their experiences to be disrupted,” says Intouch director of content strategy Nathan Stewart, “and if they are, the message better be super targeted.”

Late last summer, Stewart spoke briefly with the folks at Medical Marketing and Media about “benevolent marketing” — being present where the customer is to have meaningful interactions on their terms.

In this podcast, Stewart expands on that previous conversation to help marketers understand how to meet their audiences’ needs, engage them in ways they appreciate, and avoid becoming irrelevant — or worse, annoying.