Relevance marketing is one of those terms that is hard to disagree with. Joel Rubinson recently made a great case for it.
The words themselves sound unassailable. Who would argue that marketing shouldn’t be relevant? Of course it makes sense to tailor marketing to be more appropriate, and now we have better tools than ever before to do it. But there are more effective and less effective ways to be relevant in shopper marketing. Let’s look at Who, What and Where.
Media buying often focuses attention on relevant individuals. Marketing lingo is replete with “audiences,” “segments,” “target markets” and the like. Continue reading