Why marketing communications need to be relevant

Promotional messages reach us in many ways – but how do you make yours cut through this cluttered pile to the right customer who then takes action?

The answer is one word – relevancy. Relevant product, relevant tone, relevant time. But that requires a change in thinking for most of us.

It’s now about thinking across the full range of products and adapting a proactive approach.

• Actively targeting customers with the next appropriate product from your full portfolio.

• What’s relevant for that type of client at this point in their life cycle with you?

• What’s relevant right now in their relationship with you?

It’ll need you to maximise the value in your customer data to create this relevant, effective marketing, because what you need to know is waiting to be found.

What makes your customer tick?

Do you know or do you guess a bit?

The data will tell you – and sometimes, it tells us information that a client wasn’t expecting – or is the opposite to what they actually thought.

James Waugh, Centre Director at Bluewater, commented: “ellenor is a charity that holds a special place in our hearts, having provided invaluable support to members of the Bluewater team and their families over the years. We’re proud to be giving back by naming them our Charity of the Year.”

Jemma Kemp, Corporate Partnerships Manager at ellenor added: “We are thrilled to be named Bluewater’s Charity of the Year. This partnership is a unique opportunity to collaborate for the benefit of our community by raising vital awareness and funds to support local families living with life-limiting illnesses. We are incredibly grateful to the Bluewater team for choosing to support us and look forward to working together.” www.ellenor.org

Angela Hall, Director at Insight House, says: Many businesses are collecting up customer data but not doing much with it. But there’s so much information that can guide and inform your marketing and sales strategies.

“It can feel overwhelming if you’ve not done it before but once you get into the data, it can show you a huge amount about your customers that can ensure your marketing is relevant. It’s exciting when you start to see the ROI in both transactions and loyalty.” www.insighthouse.co.uk

We map the customer lifecycle, build customer profiles and segment the data to draw out who to speak to and what they need to know.