How’s And ‘Why’s Of Relevant Marketing

Many businesses wonder why some companies succeed while others fail. The secret lies in the marketing approach they adopt. Businesses and companies that follow relevant marketing techniques invariably succeed, while those that follow irrelevant marketing methods usually fail.

I would like to share my experiences and insights to help marketing professionals adopt relevant marketing strategies and achieve success. Here, I recommend seven relevant marketing strategies that can be useful for building a successful business or company.

The first step in relevant marketing is to understand the relevant needs of consumers. Many companies make the mistake of targeting irrelevant needs—offering products and services that consumers do not actually require.

• Identify, create, and cater to relevant needs.
• Understand that consumer needs are dynamic and change over time.
• Align marketing efforts with evolving needs to maintain relevance.

Timing is critical in marketing. Marketing at the right time enhances the chances of success, while mistimed marketing efforts can lead to failure.

• The Covid-19 pandemic highlighted the importance of relevant timing in marketing.
• Products like sanitisers were insignificant before the pandemic but became essential once the crisis emerged.
• You cannot imagine consumers the world over now going about their daily lives without a sanitiser.
• A successful marketing strategy must focus on timing consumer needs effectively.

Throughout history, the success of businesses has depended on whether their products and services were relevant or irrelevant. Consumer habits and behaviours change over time.

• The desire to listen to music on the go made the Walkman a great success.
• The need to communicate over long distances created thriving businesses for mobile phone brands like iPhone and Samsung.
• The demand for convenience and home delivery made Domino’s Pizza a favourite among consumers due to its timely delivery and taste.

Availability is crucial for relevant marketing. No matter how great a product or service is, it must be available through the right distribution channels to reach consumers.

• Distribution can be direct or indirect, online or offline, traditional or modern.
• Without a relevant channel of distribution, even the best products and services may fail to reach the end consumer, diminishing their chances of success.

Effective communication is key in relevant marketing. It consists of two elements:

1. Creative elements – The message and branding.
2. Media elements – The channels used to convey the message.

• Without relevant communication, a brand’s story, benefits, and features may go unnoticed.
• Communication should highlight the best personality of the brand.
• A persuasive and convincing approach ensures that consumers try, buy, and use the brand.

Without relevant communication, relevant marketing remains incomplete.

I often use my brand mantra: ‘Do not sell the right product to the wrong audience’. Segmentation is an underused element of marketing, not only in India but also globally.

• Segmentation must precede positioning to ensure success.
• An irrelevant segment can lead to lost opportunities and failed marketing efforts.
• Segmentation can be done demographically, psychographically, geographically, or behaviorally.
• Relevant segmentation is significant in determining success.

Brands are built in the minds and hearts of consumers. Relevant marketing is most effective when relevant positioning places the branded product or service strategically in consumers’ minds.

• Relevant positioning provides the real reason to buy and use a brand repeatedly.
• It acts as a game-changer, making marketing efforts more impactful.

When done effectively, positioning strengthens the overall relevance of marketing efforts.

My seven strategies for relevant marketing can lead companies to success. Irrelevant marketing wastes time and resources and may not lead to success.

By following a relevant marketing process, businesses can ensure growth, consumer engagement, and long-term success.