This millennium has seen the surge of the Internet, the maturing of search, the expansion of social networking and the rise of smartphones. All of this progress has created tremendous growth in avenues for brands to connect with people. But why aren’t consumers engaging with brands at the scale of this promise? And what can the marketing technology world (martech) do about it?

The underlying problem in my view is that while martech has been busy trying to help brands package their messages to get the attention of people, there has been a lack of progress in making those experiences relevant to people. It would barely take a few minutes of going online for us to realize that there is a relevance failure in digital marketing.

Data is the foundation for creating consumer relevance. But in my view the current martech solutions to this problem, which are predicated on brands collecting their target consumers’ data, will not lead to relevance. The billions of dollars invested in digital marketing mean little if they aren’t producing the outcomes of being relevant to consumers at a personal level. This is a problem that needs to be solved, and to do that I’m proposing a new martech paradigm that I’m calling The Naytra Paradigm.

The naytra paradigm imagines a different world where brand–consumer interactions are driven through machine learning model representations of consumers. This paradigm would not only be a solution to the relevance problem, but also bring true permission marketing to martech. And by doing that, it would not only save consumers’ valuable time everyday, but also create economic value worth billions of dollars for the marketing world.