Just how much attention do you pay to making each touch point of your campaigns relevant?

What are the preferred channels of communication for each target segment? Does your messaging speak their language? Is the offer a solution to what they think their problems are? Are you communicating to the decision maker or the influencer?

If you are planning a cross media, multi-touch campaign with a low level of relevance… you are essentially going to bombard your target(s) at multiple points with junk (irrelevant offers/messages).

So how do you pack each contact point with nothing but relevance? Everyone has customer data, but data does not always equal to intelligence. Customer intelligence is the key to generating relevant touch points.

Wouldn’t it be nice if everyone came with a bar code we can scan to obtain information about them? Well, before that becomes reality, here are some ideas to consider:

1. Data collection sites - ask what you want to know in exchange for an incentive (e.g. gift cards, coupons, downloads etc…)
2. CRM integration - if you already have a marketing/campaign deployment solution, integrate it with your CRM
3. Cross Media platform/solution - easily deploy messaging across both web and print channels from a single set of data (see if you can integrate your CRM)
4. Leverage your inbound marketing efforts - check out this article
5. Tracking tools - if you are lazy and don’t want to spend money, you can’t really go wrong with Google Analytics - not only on your website, but also on your landing pages
6. Consult with sales - they know more than you think
7. Social Media - Facebook and Linked In are the best sources to learn about people

If you have more to add to the list, don’t be shy and leave a comment.

-Willv