One of the quintessential challenges of marketing is to try to be a magician - not literally, but almost.
What makes a product or offer attractive to us? Is it the price, is it the presentation, is it both? We suggest you think about it for a minute before you continue reading this article.
Benefits of digital marketing
Already? Chances are that most of the ideas that have occurred to you could be summed up in the following way: product must be relevant to you. And it is this relevance that we will discuss in this article.
In the context in which we find ourselves, relevance is about those products that we are interested in and that fit the price. But what other factors have to happen for our proposal to be relevant for our audience?
Several factors will need to be aligned in order to make our product truly relevant, and this will translate into the expected effect on sales.
Relevant marketing
What factors are involved? How do I make my marketing strategy relevant?
- Product: first and foremost, the product must be suitable and convenient for the person receiving the advertising or content impact.
- Time of purchase process: will need to be impacted at the right stage of the purchasing process.
- Content or message: In order for our content or message to be relevant, it will need to "attack" the needs of that consumer or audience profile.
- Channel: We will need to match the chosen channel to the profile of the target audience and the timing of the buying process.
- Site: Finally, it will also be important that the site chosen is the one used by our audience (website, social network, etc.).
When we manage to bring these five factors together, our communication becomes relevant. Our audience will pay attention to us. Whereas, a failure in any of these could jeopardise this opportunity and that potential customer.
This is what the relentless battle between brands for the attention of their audience is all about. The company that is able to balance volume with quality and also be relevant wins..
To do this, we must first defining a position that positions us as an attractive proposition for our potential customers, and that our value proposition meets their needs, overcomes their purchasing brakes and enhances their achievements.
