So far I have defined the concept of relevance in the realm of direct digital marketing and discussed the first two keys to achieving relevance with consumer and customer communications. The first key is overcoming the organizational barriers that subvert integration with a holistic view of the consumer. The second key is establishing marketing's right and responsibility to piece together the technology puzzle.
Both of those keys focus on organizational constructs and operations. But tactical execution is also an important focus. Accordingly, the third key to achieving relevance in direct digital marketing is segmentation and optimization.
New Principles Are Needed
Segmenting an audience base and optimizing for measurable communications performance are not new concepts. It is fair to criticize, however, the traditional association of segmentation and optimization concepts and tactics with erudite marketing processes and out-of-reach business intelligence applications.
Those tools are too often beyond the reach of marketers; as a consequence, everyday tactical achievement of communications relevance suffers.
Segmentation strategies and messaging optimization are rarely viewed correctly: as the right, responsibility, and opportunity for the marketing organization—and not merely for senior executives and managers.
Today, a more proletarian view of segmentation and optimization is needed.