Relevancy And Online Marketing

February 21, 2008 | By Marc Porcelli | No Comments »

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Often times the topic of relevancy is brought up when discussing ways to get a lift out of online marketing initiatives. Relevancy in particularly is often times associated with creatives, or banners and emailers. More so now, relevancy is also about a specific landing page or pages that targeted traffic is sent to. Clearly this is optimal, but online marketers need to go further.

Relevancy must be carried out through the complete acquisition process and reinforced further through ongoing marketing efforts such as tailored emails etc…As an example, lets say that I am a user interested in Jazz. To begin with I go Google and type in Jazz music. Let’s assume that I see targeted paid search advertisements promoting Jazz message boards. I click on the ad and am taken to a specified landing page tailored to Jazz enthusiast. From this page I am encouraged to register so that I can have access to the site’s content.

During the registration process I enter in all the standard information such as my preferred username, password, zip code, sex, age and of course email address. I am then asked about what types of Jazz in particular I am interested in. For arguments sake lets assume there are 10 types of Jazz (I am not a Jazz fan so I have no idea) and I enter in contemporary Jazz as my preferred type of Jazz.

Based on what I entered the music site can now target relevant content. This content assembly would focus on contemporary jazz. The communications that are sent to me via email from the music site are tailored to my individual tastes.

From an advertisers perspective the ads I am served can be tailored by the age I entered, the location via zip and of course the type of advertisement based on CTR’s.

In turn this not only provides me with relevant content which will keep me coming back to the site (stickyness) and spending more time, but also ads that I am more likely to click on. We come full circle now and realize that based on this relevancy the site will also be able to charge for premium rates!