Audience Development: Relevancy Fuels Success in Digital Marketing
Digital marketing must incorporate real time. Real time builds relevance, a key driver used to build and engage audience. How your audience interacted with your content last month, last week or even yesterday is of no value unless you optimize that information as to how they interact with you now, in real time. Relevancy can change by the hour or the minute; contextual marketing enables you to deliver the best message when it offers the most value to your visitor or customer. And mobile has taken relevancy to the next level…on the go, enabling you to deliver content and marketing messages when an individual is most receptive.
Social media is a conduit to building relevancy with customers and prospects. The key to utilizing social marketing is to operate with short- and long-term views and goals. Short-term is a campaign or promotion that seeks to garner sales/customers or prospects now. Short-term means every time you launch a campaign you are starting over. Long-term grows relationships with people that influence others; it's more organic. A challenge with social is that it is labor intensive and not easily scalable. Many companies are decentralizing social now and enabling many within the company to be social marketers through training and work tools.
Scott Karp of Publish2, a seasoned digital strategist and marketer, recently wrote, "With every revolution in production, there is a corresponding revolution in digital distribution." By employing a laser-focus understanding of your audience, you can build a digital strategy that delivers the right content to the right person at the right time in the right package.
Relevance drives relationships. It is the fuel to build an engaged and loyal audience that generates not just numbers and gross revenue, but real value and profitability for your brand. PE
Lou Ann Sabatier is Principal at Sabatier Consulting, which provides digital advice including strategy, workshops, training, audits, research and marketing.
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.