Message Relevance Begins With Data Management
Data is the structure that supports relevant messaging. Sending an appealing campaign may no longer be enough. Today it's about getting the right message to the correct person at the precise moment of receptiveness through their channels of choice. It's placing the customer at the center, personalizing the brand experience in a way that makes the recipient feel like you "get" them. Relevant campaigns can certainly help cut through the barrage of messaging out there. When you know what interests an individual and what they're looking for, relevant messaging coordinated across multiple digital channels not only gets their attention but also helps convert browsers into buyers.
(Note: If you'd like more information on the impact of data-driven relevance, access this case study on Knotice customer Oreck: http://www.knotice.com/whitepapers/forrester-Oreck-Case-Study/index.html)