GE calls it micro-relevancy

At GE...they call it micro-relevancy

I cannot put into words how pleased I was when reading an article in the Harvard Business Review by the CMO (Beth Comstock )of GE, talking exactly about the same points that we, at Trovus, have been putting into practice with our clients for the last 4 years.

How insights into your clients’ behaviour will and is already revolutionising marketing activities

Going back to basics... marketing works when it is reaching the right audience with the right offer at exactly the right time.

At GE, they call it micro-relevancy, in other words, provide your clients with the exact content they want to read and hear.

The more precise your message is, the more effective your campaign will be.

Being able to read your clients’ mind gives competitive advantage to anybody who is able to listen to and interpret the information. With all the data available to modern marketers, your clients are literally  ‘telling’ you what they want to buy! (The other side of the coin is true too... they are also ‘telling’ you want they do NOT want to buy, as a consequence, bombarding clients with irrelevant information should be unpardonable nowadays!)

Anybody who questions the effectiveness of digital content and social media is wrong! Beth Comstock says “Customers are hungry for more and different kinds of digital content, and new ways to network and engage online.”

The age of scepticism should be over. If your clients are doing it, you should be doing it too!

For any comments...send me an email and will get back to you fanni.vig@trovus.co.uk

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