Relevancy, the Currency of Conversion

More. The marketer’s mandate will always be “more” — more traffic, more sales, more margins. Add to it that in order to get more, we’ll need to test more ideas, try new strategies, new media and mediums — not all of which will work.

Customer Data Enables Relevancy

Let’s keep this simple. There are three major ways your company can become more relevant in the eyes of your customer (and many, many more ways that a strong “creative analytical” can help you identify).

  • Wrap Your Product and Brand Around Customers’ Lifestyles and Their Worldviews. This can be accomplished by leveraging key differentiators about the customer, which you can learn through appending third-party data. A simple example is that there is often a younger customer and an older customer … talk to each a little differently, because changing the headline and call to action in your communication can increase response rates by 41 percent.
  • Demonstrate Intimacy and Utility. Amazon has an uncanny ability to show consumers products that are in their wheelhouse through onsite and in-email product recommendations. They also provide a detailed history of all of your orders over time. A digital closet. That shirt you loved shrank after some number of washes, in three clicks, you can order it again. This is using data you already have about your customer in your transaction logs.
  • Identify Who Is Likely to Buy and When, Then Tailor Brand- and Relationship-building Touches (thank yous, brand learnings, develop your value proposition). Again, do this in the eyes of the customer, as per bullet No. 1. Do these before they are ready to buy, and transaction-oriented touches specifically when they are most likely to buy. The feel changes when you leverage all you really do and can know, and response rates consistently climb.

Lastly, Your Customer Thinks Relevancy Is Important.

Think your customer “doesn’t know?” Start with yourself … think of your inbox, or your mailbox, or your TiVo/DVR … ads/commercials are skipped even more. How about YouTube — when was the last time you didn’t skip the ad when it came up on that YouTube video?

In the email world, some consumers use the “This is Spam” button (Gmail, No. 1 inbox provider) and the delete button interchangeably. Why? Because if it feels like spam, it is spam to them. The same goes for all of your other advertising. The term “spam” today is used by fickle consumers to describe all advertising they don’t appreciate.

The consumer today is overwhelmed with choices and advertising. Making your marketing more relevant makes it more engaging — and that drives more sales.

Data can help you bring relevancy and response, informing creative and message, and improving the look you present to every customer.

Author: Mike Ferranti

Mike Ferranti is the founder and CEO at Endai Worldwide in New York City. In this blog, he plans to offer ideas and perspective that energize, stimulate and motivate performance through the lens of his nearly 20 years of data, technology and marketing experience. Mike draws upon the logical, cultural and subject matter expertise in digital and data-driven marketing—with an occasional parallel between business performance and athletic performance.

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