By Raman Gupta, Director of Consulting for Experian’s Integrated Marketing division.
On the back of the DMA Participation Media Report brands need to take three steps to deliver marketing relevance.
1. It's a given that today’s consumers are cash rich and time poor. Therefore, engaging with people on a one-to-one level needs to be the touchstone for any campaign
Communications have to be powered by customer insight to build a deep understanding of each customer’s and prospect's preferences and behaviours.
2. Brands also need to apply the same vigour to the digital marketing world as they to do in the offline environment.
This means taking a robust test and lean approach to determine the strengths and weaknesses in every campaign, gaining valuable information, which can then be used to create a multi-channel strategy that strikes a chord with each recipient.
3. Finally, marketing campaigns need to be executed in a clinical fashion.
To do this, marketers need to use all of the tools at their disposal – from technology to marketing skills – to establish profitable relationships for both the brand and consumer.
Smart marketing is about relevant marketing and ensuring that every pound invested yields the highest return.
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