Creating Relevance-Centered Marketing

Casey BartoMarketers are constantly working to achieve relevance in their communications to consumers. Many marketers, however, encounter obstacles when trying to implement a relevance-centered approach. Obstacles to relevance range from outdated technology to organizational barriers to even not even having a working definition of what relevance means.

Since relevance is important I thought I’d provide a recap of a series featured in Marketing Profs by regular Lunch Pail contributor Bryce Marshall. The multi-part series concentrates on how to achieve relevance and the role of direct digital marketing.

Bryce’s six part series focuses on the five keys to overcoming barriers to relevance in direct digital marketing. Here’s a brief recap of installments one through three, in case you missed them.

In the first installment Bryce provides a working definition of relevance and outlines the five keys to making relevance a reality.

Marshall defines relevance as: Tailoring direct digital marketing communications to customers and prospects, and ensuring that the information, offers, and calls to action are optimized based on a user’s known attributes, behavioral attributes, and past activity.

The five keys to achieving relevance are as follows:

  1. Overcoming organizational barriers
  2. Piecing together the technology puzzle
  3. Segmenting and optimizing
  4. Taking an incremental approach
  5. Having a plan

In the second installment of the series Bryce outlines three of the most common organizational barriers to relevance and how to overcome them. He points out, “You can do everything else right, but failure to address organizational challenges can torpedo an otherwise watertight ship.”

As Bryce notes in the third installment, the use of technology, and the role marketers play in the technology selection process, is vital to achieving relevance. Technology should make the process for achieving relevance more efficient and effective – NOT prohibitive and painful.

If marketers are being held responsible for a brand’s connection with consumers over the digital channels, they cannot afford to isolate themselves from the technology selection and evaluation process. Bryce outlines two critical steps every brand must take when selecting technology.

Keep your eyes peeled for the upcoming fourth installment of the series that focuses on the importance of targeting and segmentation in a relevance-centered approach. Installments five and six will focus on taking an incremental approach and how to implement each of the five keys to achieving relevance.

What barriers to do encounter when implementing a relevance-centered approach? What steps do you take to overcome them?

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