The Need for Relevance

Savvy marketers know your company/product/service needs to be relevant to your customers in order to survive. It's shocking, however, how many smart people get too caught up in what they've always done and forget this.

In the last few years, my focus has shifted from negotiating the best TV CPP's (of course it's still important) to relationship marketing. It started with database marketing using CRM tools. It's evolved to involved social media. The ultimate goal of these forms of targeted communication is to build relationships with your customers and stay relevant.

I attended a social function recently with some friends who I consider talented marketers. We were discussing social media and a friend pointed out the value in what I was learning because, "no one else wants to take time to learn it." I'm still stunned by that comment. A lot of people are taking the time to learn it. In this business, you have to stay current or you become...irrelevant.