Audience Development: Relevancy Fuels Success in Digital Marketing
Audience developers, it is time to reboot digital marketing strategies. Let's evaluate how the customer relationship is changing given new technology, increasing digital channels and consumers who are more selective. Matching content, topic and format to digital channels profoundly impacts audience development—and doing so requires an understanding of multiple digital disciplines and increasingly sophisticated customer intelligence. Don't think opportunity, think requirement.
Ben Elowitz, co-founder and CEO of Wetpaint, recently wrote on Paidcontent.org that content can be worth 10x more to a publisher with a good digital distribution strategy versus a bad one or no distribution strategy. Digital strategy is critical to creating relevancy, which underpins digital marketing. One has to look no further than Facebook or Google to understand the potential impact of relevancy.
Digital relevancy does not necessarily mean more marketing campaigns—in fact, it can mean the opposite. Less is more effective if it is targeted and delivered at the right time across Web, social and mobile channels.
Data drives personalization and one-on-one experience, which increases relevancy. It is data from which you can learn, build, scale back and adapt digital delivery and marketing. It is critical to capture and leverage behavioral data by measuring who interacts with what, where and how. Try to collect fragmented data. This helps you frame groups or clusters of individuals and market to individuals, instead of a homogeneous, broad audience. Use data to listen carefully to your audience then market to them based on the data.
Digital channels are pipelines to distribute content and market to your audience with relevancy. Using the data referenced above, your audience development digital plans and campaigns should include a macro view. Multiple digital channels such as your website, social, video sites, search, news feeds, tweets, pins, etc. feed customer intelligence. Avoid fragmentation (splinternet) by building out distribution and marketing integration across channels that attempts to be seamless.
Lou Ann Sabatier has 35 years of experience in the publishing industry. Ms. Sabatier has been deeply involved in all aspects of publishing; including strategic planning,business development, business and financial management, audience development, advertising sales, digital media and operations management. Currently Ms. Sabatier is Principal at Sabatier Consulting and Communications Director of 21st Century Wilberforce Initiative.