Maximizing relevance is the thing that most sites fail at. You'll still need traditional marketing to attract eyeballs to a site (or service, product, etc.) bu

Maximizing relevance is the thing that most sites fail at. You'll still need traditional marketing to attract eyeballs to a site (or service, product, etc.) but this is more about tailoring the product itself to the specific needs of that particular customer at a single point in time. There will of course always be limits to this approach in that you cannot know what a customer wants, especially if the customer doesn't know that either. It's certainly easier to aim for retention since a customer has already demonstrated a desire for the product and a usage pattern.