For any brand, digital marketing is now mainstream. Ignoring digital is like ignoring reality and for a marketer, almost a professional suicide. When brick and mortar businesses like hotels and restaurants have to rely on digital marketing for business, no one can really remain untouched. Any digital marketing initiative must examine relevance of message to the recipient, one it is possible and two, your business will cease to exist without it.
There are learnings we can derive from already established digital businesses. Take ecommerce companies for example, mailers drive traffic for major offers and seasonal discounts.
1. Capturing sufficient information to personalize the message - Relevance has multiple connotations, every person has unique set of requirements and aspirations. Without capturing this information relevance cannot be achieved.
2. Current and correct information - Capturing detailed information that is correct and updated is also an important challenge. Customers provide their location and interest in products and categories through their browsing or purchase behavior. It is obviously unrealistic to expect every declaration of interest to match with displayed behavior. Hence a strong need to constantly update the customer attributes.
3. Classification - Another tool for matching that is used very often is classification. For example, an ecommerce shopper expresses interest in bed sheets, now does that mean we can send offers on Garments or home furnishings. While classification helps find commonality between both parties, classification errors add to the complexity.
4. Error tolerant matching engine -
A vertical specific matching engine can build on the domain expertise present in the organization. To make it more robust for errors in data capture and classifications, matching engine may use behavioral information or the domain expertise.
Improving relevance finally becomes a function of improving all of the above. Do share your thoughts. Wish you success in your digital venture.
There are learnings we can derive from already established digital businesses. Take ecommerce companies for example, mailers drive traffic for major offers and seasonal discounts.
1. Capturing sufficient information to personalize the message - Relevance has multiple connotations, every person has unique set of requirements and aspirations. Without capturing this information relevance cannot be achieved.
2. Current and correct information - Capturing detailed information that is correct and updated is also an important challenge. Customers provide their location and interest in products and categories through their browsing or purchase behavior. It is obviously unrealistic to expect every declaration of interest to match with displayed behavior. Hence a strong need to constantly update the customer attributes.
3. Classification - Another tool for matching that is used very often is classification. For example, an ecommerce shopper expresses interest in bed sheets, now does that mean we can send offers on Garments or home furnishings. While classification helps find commonality between both parties, classification errors add to the complexity.
4. Error tolerant matching engine -
A vertical specific matching engine can build on the domain expertise present in the organization. To make it more robust for errors in data capture and classifications, matching engine may use behavioral information or the domain expertise.
Improving relevance finally becomes a function of improving all of the above. Do share your thoughts. Wish you success in your digital venture.
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