Thursday, February 22, 2007

Digital campaigns - Part 2, Be Relevant

If I had a dime every time I heard a marketer or advertiser state that their job is to change someones mind, convince, alter behavior, create a moment, etc. I would blog on how to spend millions, not marketing.

Before marketers had to compete with thousands of other marketers for one person's attention every single day, they had much better chances to accomplish their goals.

Oh how times have changed. Now it isn't so much about pushing as it is about getting your audience to pull. How is this accomplished? Be relevant. It is that simple. How do become relevant?

1. Understand your audience and what they like
2. Have something that offers real value to whoever it is you are interested in reaching. This is the single most important reason people will want to hear from you and continue to hear from you.
3. Your offering should first address a want, then address a need. People buy on emotion and back up their decision with facts.
4. When you get in front of your desired audience make sure you are giving them what they want in an engaging way - be fun, be original in an earnest way, and understand the value of transparency. In today's world, people are increasingly skeptical and in search of the real story. Give it to them.

It can be that simple. Be relevant.

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