Marketing scoop of 2014: How to increase content relevancy

By Anton Ruin

Obviously, current marketing realities are rather similar to what was trendy in 2013: if content fails to appeal to people’s interests and/or demands, there is no point of even displaying it.

Even though world’s most reputable experts have already come up with various recommendations for marketers and advertisers, aimed at the maximization of online content relevancy, some of the commonly applied strategies frequently show discouraging results now. These negative tendencies can’t but prove one thing: the chosen approach to a relevancy aspect should be either modified or changed for another one.

Certainly, some analysts might suggest it is enough to vary types of delivered content via versatile media channels, depending on audiences’ specific preferences, but there is much more to be done. In particular, the most efficient practices, as conducted surveys reveal, presuppose building a composite target audience image based on deep research, analysis and segmentation.

Clearly, any audience image will not be complete, if marketers only use more or less static people’s characteristics, e.g. gender, age, permanent location or affinities, for example, without considering minor real-time specifics, like history of online transactions and purchases, mobile activities, TV viewing, activities in social media, etc. This is, actually, why delivered online content often lacks relevancy – it simply does not match people’s needs and requirements at a particular moment of time.

As experts admit, only the use of a complex approach and the development of a unified framework, which includes analysis of both static and real-time audience data, can substantially increase the level of relevancy of delivered content, no matter which niche a company works in.

The created framework will definitely allow businesses to engage right customers at the right time with the most relevant and compelling content, generate more demand and increase their revenue faster.

About the author

Anton Ruin is CEO of Epom, the fast-growing ad serving company, which has recently received $7M of private investment.

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