Relevancy - The New Black for Online Marketing?

Information Overload

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

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

Monthly newsletters may have worked in the past but with the online marketing juggernaut churning out newsletters after newsletter along with countless other marketing material the newsletter is loosing its punch.

With over zealous spam filters and the 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 that the subscriber would look to see why; how confident can anyone be that the subscriber would even notice?

For the larger supplier who has a diverse product range the websites and newsletter has to become 'intelligent' and move away from the 'these are the answers to everyone's problems' and develop the individually customised websites and newsletters that says 'these are the 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 at the 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 store the customer's lifestyle preferences and build up an individual picture of each customer's likes and dislikes.

Amazon is one such company that has led the 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 with the most relevant story first, a simple step that could make the difference between a potential consumer dismissing, or reading, what has been sent.

How to achieve accurate and effective CRM information

The CRM database is a pool of information and the first task for any company wishing to take the CRM approach is to populate the CRM database with quality information. The most obvious starting point is existing customers and the information that has already been collated such as any existing inquiry and ordering processes.

However, although useful ordering and inquiry processes will not on their own fully profile the existing customer and nor will they profile the potential customer.

A good, cost effective method of populating a CRM database is to conduct online surveys and questionnaires where demographic and personal information can be gathered along with lifestyle and general profiling information.

A small incentive may be required to ensure a good response but companies need to take advantage of the human trait where many people are willing to express an opinion. Online surveys can be targeted at the existing customer in the form of customer satisfaction and product evaluation surveys as well as the potential customer in the form of market research, advertising and general promotion.

Using to days breed of online survey websites such as www.SurveyGalaxy.com anyone can now generated online surveys on the fly, they are easily adaptable and can be used to react quickly to shifts in the market. Online surveys offer an effect non-passive marketing channel, quite unlike any other form of advertising, where the survey mentally engages the consumer.

Using an online survey websites such as www.SurveyGalaxy.com where the gathered survey information is by stored in a database it is a simple task to upload the relevant information into the CRM database.

If the CRM database is the queen bee of any precision targeted marketing campaign then the online survey represents the worker bee, gathering information and delivering the message.

With good CRM information companies are able to reduce their costs by not wasting time sending information to people who have no interest in their product. By keeping their powder dry for when they do have something that a particular consumer will find useful and of interest they will be able to maximise their marketing resource and develop better communication with the consumer.

When it comes to marketing relevancy is undoubtedly the new black.

Martin Day is a Director of Survey Galaxy Ltd a web site that allows anyone to create, design and publish online surveys. For more information please visit http://www.surveygalaxy.com

Creating Multiple Streams Of Income Part 1

One day I was talking to a friend who had made his money in real... Read More

Writing An Effective, Profit Producing Ad

One of the biggest challenges for most Internet Marketers is writing effective ad copy. This... Read More

Avoid Marketing Stagnation Using 3 Basic Methods

You joined an online marketing program, placed some ads, and then thought, now what?... Read More

How to Turn Freebies in to Sales

You can increase sales and profits by offering freebies to people who buy your main... Read More

Internet Marketing And Public Speaking: Ten Tips For When The Twain Shall Meet

Internet marketing and public speaking? Not quite ham and eggs, is it?Those two phrases... Read More

Internet Marketing Online: How To Help Yourself By Helping Others

If you want to go far in business, and be a roaring success, you must... Read More

13 Killer Ways To Multiply Your Sales

1. When you make your first sale, follow-up with the customer. You could follow-up with... Read More

Discover How To Find The Gold Online

Finding the GOLD!!!G'Day from the kitchen table of Scott WilsonTime to deliver on our promise... Read More

Generating Sales with Lead Generation and Online Marketing Tools

One of the best projects to undertake as an online marketer is to master the... Read More

Marketing and Design to Get the Most out of Your Website

Once you have figured out your what your focus should be,think of ideas and sketch... Read More

Marketing Your Business - How Do I Adapt To The Internet?

The way we do business is changing rapidly. From VOIP, video conferencing, email support, telephone... Read More

How To Make Readers Desperately and Uncontrollably Wanting To Buy Your Product

Are you looking for ways of persuading your web site visitors to buy your product... Read More

Niche Marketing: Tactics to Use To Make Money With Niche Marketing

Niche marketing has always been a key any success in marketing but lately... Read More

Internet Marketing, Fact Or Fiction?

I'm sure you've seen it before, your inbox overflowing with promises of making millions in... Read More

Creating Your Internet Marketing Plan

For large corporations, a marketing plan is a huge document detailing strategies for the... Read More

The 3 Secrets of High Traffic Sites

It seems to be in vogue these days to downplay the importance of web traffic.... Read More

Do?s and Don?ts for the Internet Marketing Newbie (Part 1)

I, myself, being an internet marketing "newbie" (endearing term used to refer to people... Read More

Viral Marketing - Use This Free Reminder Service to Go Viral

The busier you are the harder it is to remember all those appointments. Now you... Read More

Internet Marketing Solution - Content, Content, Content

If you're looking for the number one, hot Internet marketing solution that will propel... Read More

Setting Your Online Business Up for Success!

There is a common misconception that an "online business" requires no investment...that you can make... Read More

Internet And Network Marketing

How do you start a business on the net? Well, network marketing opportunities available... Read More

Is Internet Marketing Saturated?

Is internet marketing and the potential for it saturated? I have wondered this many... Read More

The Numbers Dont Lie!

It's true. They don't.That's why you should look at the numbers whenever you're searching for... Read More

Learning the Value of an e-Business Website

Starting a business is a huge, but rewarding, task to undertake. An internet-based business is... Read More

Using Web Technology as a Means to Strengthen Competitive Advantage

Many firms underestimate the value of using their websites to gain significant competitive advantage in... Read More

When Internet Marketing Gurus Sell Their Souls

If you're just getting started in Internet Marketing, you may be awed by the amount... Read More

Online Web Marketing Tips

Here is a list of a few of my favorite marketing tips and ideas.... Read More

Local Search Makes Your Business a Big Fish in Your Local Community

The Internet Contains Billions of Website Pages - All Clamoring for AttentionWith so many competing... Read More

Scam And Scheme Free Advertising For Your Business Web Site

Since I own my own business web site and have looked for many ways to... Read More

Internet Marketing Strategy: Online Joint Venture Ideas To Increase Your Business

A joint venture is when two or more businesses join together to work on a... Read More

Advantages Disadvantages Of Internet Marketing: The Good The Bad And The Ugly

The Advantages Disadvantages Of Internet Marketing are many.A few Advantages Disadvantages Of Internet Marketing are:*... Read More

The Free Viral Marketing Technique You Cant Afford to Pass Up

Have you ever seen the movie "Pay it Forward"? This incredibly simple, yet effective viral... Read More

Website Sales: 10 Super-Charged Tactics To Spark Up Your Sales

If your website sales are down and you desire to spark it up, here the... Read More

5 Easy Ways to Establish Your Brand Online

The Internet is a practical and accessible tool to build your brand. Here, we list... Read More

Why Should I Visit Your Website?

If we can't attract visitors to our websites there's little point in having them in... Read More

Yardstyle Marketing

It is just crazy. Every time I open my mouth to talk about Internet ... Read More

7.5 Ways To Get More Sales Through Your Web Site

Yes, apparently - websites are supposed to make money! Somebody came up with the strange... Read More

Website Sales: Using Direct Response Secret To Get Your Prospects To Buy - Now

I'd like to let you in on a little secret that most webmasters don't know:"In... Read More

Online Parties with a Twist

We know once you have a room full of guests at your online party, getting... Read More

Internet Marketing ? Have a Beer With Your Own Internet Marketing Consultant

Did you ever wish that you could sit at the feet of an Internet ... Read More

What The Internet Owes Me

What does the internet owe me for all my hard work? What am I entitled... Read More

Convey Website Credibility Authentically!

Your prospects want one thing and one thing only! They want the reassurance that what... Read More

A Simple 8 Step Formula For Testing Your Headlines

I am going to let you in on a secret? The successful entrepreneurs are not... Read More

Blog and Ping ? A Search Engine Traffic Bonanza

Everyone is talking about blogs these days as the magic money-making marketing tool. Some... Read More

Internet Marketing Online: How To Make Your Customers To Keep Coming Back To Buy From You

There are a few internet marketing online secrets that when implemented, will force your... Read More

From Niche Marketing to Fragmentation

Think about something Bill Cosby said and ask yourself "how does this apply to your... Read More

Marketing Strategy

With the plethora of websites online and hundreds added each day, how are you going... Read More

Niche Marketing and Finding Your Way to Profits

If you haven't heard the word 'niche' being batted around by Internet Marketers then you... Read More

How To Use Pop-Ups Effectively To Generate More Profits!

What I'm about to explain to you will change to way you do your online... Read More

Maintaining The Focus For Success In Online Business

Maintaining Focus is important for success in online business. One must have clearly defined goals... Read More