Relevance Marketing

“I’m busy. Bring me what I want, when I want it – but don’t waste your time sending me offers I don’t want, understand or need.”

– Peter Ashworth

Relevance marketing, the next frontier in the marketing world, leads to improved response rates and streamlines advertising spending. It improves relationships by providing customers with information that is personally meaningful to them.

Unlike traditional mass marketing, or legacy marketing as it’s sometimes called, marketing based on relevance involves tailoring your message specifically to the needs or interests of a customer or group of customers with common characteristics. These needs and interests can be ascertained through the collection and study of data, allowing companies to create offers and messaging that are customized for their customers. Research, analysis and database become key. They are the foundation for the development and management of successful marketing programs.

It’s a win-win scenario, and the public at large seems to agree. 86% of recent survey participants (Yankelovich Partners’ “The State of Consumer Trust Report”), thought that retail businesses do not use personal information to send advertisements or marketing materials that are relevant to their wants or needs.

The Online Permissions Survey, released by the Ponemon Institute in January, found that 56 percent of consumers felt that the online merchant respects them when it demonstrates understanding of their interests, and 92 percent actually wanted to be notified if a product or promotion would be of value to them based on past purchasing habits.

Relevance is the key to maximizing marketing success. Brilliant Blue relevance program development targets individual consumers, creating relevance to their needs. We will research and create imagery and messaging relevant to target audience. We have created many personalized “micro-sites” or “landing pages” containing product recommendations, opt-in e-mail marketing offers, contact options, testimonials, etc., designed to cross- or up-sell based on purchase histories. In addition, event-based marketing is gaining momentum as a way for companies to reach out to customers with welcome information when changes in their lifecycles dictate needs for new products and services.

Intelligent Database – The Key To Successful Relevance Marketing. Collecting useful data and translating it into actionable marketing intelligence can be challenging, however we specialize in building database engines that will take existing data and combine it with powerful data collection strategies that will allow customized relevance in messaging and offers. Plenty of valuable data may already exist within your current database or may be easily accessible in other parts of your organization. The need to establish or effectively use a customer database has never been more important.

Brilliant Blue has the internal capability to create for our clients a rapidly expanding and “intelligent customer database,” providing significant revenue opportunities through the on-going offering of demographically and behaviorally relevant messaging content, creating new channels for targeted advertising and co-brand opportunities for corporations worldwide.

• Personalization engines
• Content aggregation and syndication
• Content management system
• Digital asset management
• Localization – (support for multiple languages)
• Transcoding publishers – (Mobile, PDA, etc)
• Commerce
• Federated search
• Web services (WSDL)
• UDDI support

• Purchase histories. Is there a distinct pattern in the type of products or services that a customer typically purchases? What interests do these purchases indicate? Are there related offerings that might complement past purchases or provide opportunities to up-sell or cross-sell? How frequently and at what times of the year does a customer make purchases?
• Target market segmentation. What lifestyle traits, trends or propensities do you see? Why? How are these segmented? Are there any commonalities? Geographic and/or psychographic segmentation?
• Web activity. What web pages has a customer recently visited? Which keywords have they searched? Are there customers with abandoned shopping carts and, if so, which products were not purchased? Does your site offer “wish list,” gift registry or special occasion reminder features?
• Events. Within your business model, are there transactional events that signal changing customer interests or needs? Also, are there discernable events in customers’ lives that might indicate changes in needs? Examples include name or address changes, birthdays, anniversaries, births, home purchases and other personal events that indicate a change in lifestyle or significant moments.
• Competitor Strategies. What has changed in the market place? How should these adjust your offers/relevance?

“What’s in it for me?” is key. To learn more about how Brilliant Blue can help grow your business by creating relevance to your target audience.       >> click here