What is Relevancy Marketing?

Relevancy Marketing is like a heat-seeking missile for your marketing. It primarily uses direct marketing as its communication vehicle, but all forms of marketing can effect it. The concept goes like this:

Many small businesses are of necessity so engaged in the business of the moment, that they do not have the ability to develop long-term marketing strategies and translate those strategies into tactical practice. This is problematic for many reasons. Keeping customers is done in a reactive manner, and in many cases the business may not be given an opportunity to react before it is too late. Therefore, there is more pressure to gain new customers, which requires a significantly higher investment, leads to lower profitability, can effect customer service, driving more customers away, generating additional pressure to gain new customers. And so on.

Relevancy Marketing seeks to correct this by moving a company from the above type operational structure into a proactive mix of CRM (customer relationship management), database marketing and high-relevancy communication with the goal of becoming very aware of what the customer needs and wants from the company they are doing business with. The company can engage in a measured growth strategy with enough data to project growth.

Where Relevancy Marketing differs from CRM and database marketing alone, is that CRM and database marketing are the end result. Therefore, the enormous up-front investment of time and money required by these technologies is eliminated. Relevancy Marketing requires a commitment to engage in campaign based direct mail, however. And it requires a commitment to track both results, as well as the data generated by the results.

Data gathered by these activities is used to both build the CRM database as well as develop a profile for database marketing purposes.

marketing