It's marketing Jim

There is no room for mistakes in today’s action-packed, fast-moving and unforgiving consumer marketplace.

The simplest sure-fire offer is the lowest price. But is that the only way to win? Customers might actually rate convenience or product quality over price and be willing to pay a premium

The businesses that win are those that understand exactly what their customers want - and then give it to them.

It’s called Relevance Marketing and it’s an alternative conquering strategy to being the cheapest. It’s about getting the right offer to the right customers at the right time, ensuring that they keep coming back for more.

In It’s marketing Jim, co-founder and CEO of dunnhumby Edwina Dunn outlines the four key steps to unlocking success through Relevance Marketing and looks at the bear traps along the way.

Dunn warns that giving customers what they want isn’t as simple as it sounds. For a start, finding out what people want demands a level of understanding and insight that may stretch the analytical capabilities of organisations.

Then responding to the understanding can be even more demanding since it threatens the status quo. Following the strategic path that has been illuminated by insight can require making fundamental changes that challenge even the most determined and robust organisation.

Dunn explains how Relevance Marketing can be used to eliminate much of the risk and fear factor of moving into uncharted territory.

It’s marketing Jim explodes some of the myths surrounding data and explains how, in the right form and in the right hands, it can be used to drive brand value by enabling businesses to respond to their customers in a way that is fast, flexible and relevant every time.