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How to Achieve Relevance in Direct Digital Marketing: Have a Plan

by Bryce Marshall  |  
September 28, 2010

In this article, learn how to...

  • Clear the way for a relevance road map
  • Develop a road map for success
  • Focus on implementing the road map

In the previous installments of this series, I discussed the idea of relevance in direct digital marketing and focused on four of the five keys to achieving a relevance-centered approach.

I discussed conceptual and organizational barriers—the silent killers of a relevance-focused approach—and shifted to more concrete, tactical keys for achieving relevance, such as practicing segmentation and adopting disciplined, incremental methodologies.

The fifth key to achieving relevance in direct digital communications is developing and maintaining a plan.

Developing a Road Map for Success

Achieving relevance requires you to define a step-by-step approach to overcoming each hurdle.

Creating a road map for success provides guidelines for implementing a relevance-centered approach. The road map must start with a solid foundation.

If organizational or technological barriers exist, resolve those issues first, as they are the foundational elements of relevance and can be the most daunting to address. The road map should detail the incremental wins and gains in operational efficiency toward the ultimate goal of communications relevance.

Next, establish the tactical elements of the road map that will yield the desired results—greater response, more revenue, and more relevance per message or impression. The tactical elements will be based on educated hypotheses that will begin the target-test-learn cycle.

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Bryce Marshall is the director of strategic services at Knotice (, a direct digital marketing solutions company. Bryce is a contributor to Knotice's blog, The Lunch Pail (, and can be reached via

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