Relevancy - the new black for online marketing?

Written by Martin Day


Information Overload

With information overload rapidly killing traditional forms of online advertising - todayrepparttar key to effective marketing is relevancy.

Smaller businesses with a niche or limited product range are more often than not focused by default but forrepparttar 139612 larger company with a diverse product rangerepparttar 139613 'all things to all men' approach to advertising is becoming less and less effective.

Monthly newsletters may have worked inrepparttar 139614 past but withrepparttar 139615 online marketing juggernaut churning out newsletters after newsletter along with countless other marketing materialrepparttar 139616 newsletter is loosing its punch.

With over zealous spam filters andrepparttar 139617 sheer weight of marketing material it is not enough that a newsletter is well written and well presented it has to be wanted, and to be wanted it has to be relevant.

How confident can a newsletter editor be that if a subscriber did not receive their regular copy thatrepparttar 139618 subscriber would look to see why; how confident can anyone be thatrepparttar 139619 subscriber would even notice?

Forrepparttar 139620 larger supplier who has a diverse product rangerepparttar 139621 websites and newsletter has to become 'intelligent' and move away fromrepparttar 139622 'these arerepparttar 139623 answers to everyone's problems' and developrepparttar 139624 individually customised websites and newsletters that says 'these arerepparttar 139625 answers to your specific needs'.

Adding intelligence

To achieve high relevancy companies need to be able to accurately profile their customers and likely to be atrepparttar 139626 heart of a high relevancy marketing initiative will be a Customer Relationship Management (CRM) database.

Along with demographic and personal information such as location, age and gender a good CRM database will also storerepparttar 139627 customer's lifestyle preferences and build up an individual picture of each customer's likes and dislikes.

Amazon is one such company that has ledrepparttar 139628 way with website relevancy and with their 'one stop' shopping philosophy and vast range of stock it is easy to see why it makes sense for them to highlight to each individual consumer what products may be of greatest interest.

Amazon do this by greeting their returning registered users by name and offering recommendations based on previous purchases and profile information that can be further fine tuned by each customer.

A company that builds an effective CRM database with accurate and current information is in a position to develop both on and off line precision marketing.

With good CRM information newsletters can be delivered withrepparttar 139629 most relevant story first, a simple step that could makerepparttar 139630 difference between a potential consumer dismissing, or reading, what has been sent.

Baby Boomers -- Marketing to the "Me" Generation

Written by Bill Willard


Unless you’ve been in a dimly lit cavern forrepparttar past several decades, you know that "Baby Boomers" isrepparttar 139611 collective name given torepparttar 139612 76 million people born inrepparttar 139613 United States betweenrepparttar 139614 end of World War II and 1964. Often described asrepparttar 139615 largest, most knowledgeable and most fiscally influential demographic group in American history, their motto could very well be: Where does a 750-pound gorilla sit? Anywhere it wants!

Getting to Know Them

Dubbedrepparttar 139616 "Me Generation" for their nonstop quest for self-gratification, many "Boomers" pride themselves on their counterculture values, for having led movements for social rights and environmental awareness. However, marketers should take note…

The cultural rift opened byrepparttar 139617 Vietnam War between Boomers who answeredrepparttar 139618 call and those who avoided military service, or thought service dishonorable, has never completely closed.

Significant medical and scientific breakthroughs beginning inrepparttar 139619 1940s have allowed Boomers to berepparttar 139620 first Americans to take responsibility for being healthy, not just avoiding disease; to be fit, in shape, and to live longer...in effect, taking charge of their lives in ways earlier generations could never imagine.

Boomers value simplicity and like being in control. They view maintaining fitness and good health as manifestations of their ability to affect everything going on around them. For many, for example,repparttar 139621 most dreaded aspect of a serious illness is as much being unable to think clearly or exercise as much as they want, as it is losingrepparttar 139622 ability to earn income.

Women may have first come into their own in this country as a result of World War II, but it wasrepparttar 139623 demographic clout of fiercely independent Baby Boomer women, combined with their widespread entry intorepparttar 139624 workplace, that has lead to their increasingly controllingrepparttar 139625 purse strings of American households and businesses.

Out of necessity or otherwise, many Boomers of bothrepparttar 139626 popular genders will continue working well-past retirement age. In truth, if allrepparttar 139627 Boomers who begin turning 65 in 2011 retire on schedule,repparttar 139628 effect on national productivity, not to mentionrepparttar 139629 financial markets, will be enormous. As a result, policies that encourage Boomers to remain inrepparttar 139630 labor force will be a necessity, but you can bet Boomers will find a way to make it all seem trendy (just as they did when they inventedrepparttar 139631 youth culture ofrepparttar 139632 '60s).

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