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The Four Relevancy Commandments of Lead-Gen Marketing

by Sean Shoffstall  |  
October 9, 2012

People hate advertising—all forms of push marketing, for that matter  It interrupts their favorite shows. It clutters their screens. It overpromises and underdelivers.

And, more often than not, it has nothing to do with their interests.

But what if there were a way to get people to like your ads and other messaging? What I'm talking about is not a gimmick. It's not a deal with the devil. It's relevancy.

Consumers don't mind ads that are relevant to their needs. In fact, an ad actually becomes useful when it's truly relevant. Relevancy simply means "The right message, at the right place, at the right time."

The following four commandments define how Ozone, our agency, keeps relevancy central to our clients' campaigns. Since we primarily work in the digital space, our tactics are measurable, actionable, and adjustable on the fly. But these commandments can be applied to offline marketing as well.

Relevancy Commandment No. 1: Know Your Customer

The more you know about your customer, the easier the remaining commandments become. Using information captured from your marketing database, Web analytics, social listening tools, and your CRM system, you can better understand...

  • How, when, and where your customers buy from you.
  • Whether your message is missing the right audience.
  • What your customers are saying about your brand, what questions they need answered, and how they're interacting with your company's website.

Armed with this data, you can come close to a true 1:1 digital relationship, without assigning a unique salesperson to each customer.

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Sean Shoffstall is vice-president of innovation and technology for Ozone, an integrated demand-gen marketing agency. Sean runs integrated campaigns for Ozone's Fortune 500 clients, helping them to optimize their online media via proven metrics and testing.

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  • by Matt Tue Oct 9, 2012 via web

    Great content! Knowing your customer is key to marketing to them, as opposed to marketing your product or solution. I went to a webinar from Forrester and SourceLink last week that really emphasized this brand of customer-centric marketing. You should check it out:

  • by Mike Lovas Tue Oct 9, 2012 via web

    Pretty good stuff. I've been preaching the relevance issue for years. I've found that the key to showing that you're relevant is to tap into the prospect's or the visitor's values. If you can capture their job title, you'll have an enormous insight into their values.
    - Mike Lovas

  • by Mila Fri Feb 8, 2013 via web

    I agree that most customers donít mind relevant ads. If thatís something they could be interested in then you have a change to profit from ads but the most important is to get to know what your consumers may like. Thatís why itís necessary to stay in touch with them and work hard to learn what they like and need. I think understanding customers is a key to successful business. And itís important to provide relevant ads which would accord their interests. Because when ads arenít relavant it can be disturbing and most people do not like it. In case you want to create a long-term co-operation with your clients and your goal is more than just making money then itís necessary to take care not only about the quality of service your provide but of your customersí interests also.

    Mila from

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