relevant = individual = results
If we’re not being relevant… what’s the point?
I’ve been thinking recently about a quiz that did the rounds on several marketing forums, which said what’s the one word you could use to describe marketing. Lots of suggestions were made, but the one that really stuck in my head is relevance and relevant marketing.
It doesn’t matter whether you are talking about marketing history or the future, relevance makes things tick – take for example Google and the whole SEO/SEM marketplace. With all the shouting about Google doing this and Google doing that, at it’s core, Google is about relevance, it’s about responding when you type something into the search bar with a list which as far as it’s concerned is the best relevant articles and resources for the enquiry. So when people start looking at the whole ‘how to improve your ranking’ and the ‘how do I get value for money on PPC advertising’, the one thing that matters more then anything is making sure relevance is involved – if the link isn’t relevant, people won’t click on it (which infers relevance), and it’ll drop down the ranking. If people do click and find it’s a relevant answer, the click through rate improves and consequently, Google likes you more!
It’s the same with Personalised URLs… the whole idea behind personal URLs is not to bombard the respondent with their name, that form of personalisation (or impersonalisation) undermines the potential for the concept. The more information you have about a customer, the more information you have which can be incorporated into a Personalised URL – thus making it more personal and more importantly, individual… in fact there should be a difference between ‘personalised URLs’ and ‘individual URLs’ (although I know InURL doesn’t have the same ring as PURL!). The whole individualisation of the URL makes it more relevant to the customer, getting their interest and improving the chance that they’ll respond in some format – everyone likes to be treated as an individual!
So next time you’re looking at your marketing activity, consider the ‘relevance’ of the communication, as this will have a major impact on how people respond.
To learn more about Google and your website, visit the demystify websites page.
To learn more about Personalised URLs and how they can help you visit the demystify Direct Mail page.
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