For your business to be successful, a catchy slogan or even a brilliantly creative campaign are no longer enough: you must ensure you speak directly to a specific audience about what they want to hear.

Relevance is a term we hear a lot in marketing and its meaning is actually quite simple. Relevance is a concept that refers to how pertinent your product, campaign or brand is to the needs and desires of your potential customers.

Consumers are constantly exposed to new brands, but will only interact with a tiny proportion of those that have been pushing advertising or marketing content at them. So, which ones do they engage with? Quite simply, the ones that feel relevant to them.

Of course, it is impossible to please everyone. No matter how good your offer is, trying to appeal to everyone doesn’t work, and you’ll only waste time and money. Thrifty students will not be interested in luxury holidays, for example. It is therefore far more cost-effective to focus your marketing efforts on a selected audience and tailor your messages to really make them sit up and take notice.

In an age of endless phone scrolling and low attention spans, you need to ensure your message hits home with impact, to avoid being ignored (or worse still, end up irritating your target audience).

Rich online data means we have access to reams of information about customers, including the ability to map their behaviours and online journeys. Knowing them enables you to create offers and campaigns that speak to them specifically, rather than just sending something out to the masses and hoping for the best.

At Onstory, we live and breathe digital marketing. We can help our clients with audience identification and mapping, branding and of course, marketing relevance. For help with your marketing strategy, please get in touch today for a friendly, no-obligation chat.

Photo by Markus Spiske.