In today’s dynamic business environment, marketing and communication teams face increasing scrutiny from stakeholders to demonstrate their value. This pressure can make it challenging to move forward effectively. The solution lies in driving greater resonance through relevance. Our recent webinar, hosted by Calvin Siew, Head of Client Services, TEAM LEWIS Singapore, “Building Relevance – Why Best Practices in Communications Don’t Always Work,” aimed to redefine relevance and introduce a framework to help marketers and communication professionals drive real business impact. Here are the key takeaways from the session:
1. Understanding Relevance Beyond Content
The traditional definition of relevance has often been vague and primarily linked to content. However, this narrow perspective is misleading. Relevance is not just about content; it encompasses a broader spectrum that includes user experience, personalisation, and previous interactions with a brand.
Key Insight: Relevance extends beyond personalisation. While personalisation tailors experiences to individual preferences, relevance helps people uncover unrecognised pain points and demonstrates how your solution can address them.
2. Measuring Relevance
One of the critical aspects discussed was how to measure relevance effectively. Understanding the right metrics and indicators is crucial for assessing how well your marketing and communication strategies resonate with your audience.
Key Insight: Identify and focus on metrics that truly matter to your audience and business goals.
3. The 5-Step Review and Resolve Process
The webinar introduced a systematic approach to identifying and addressing issues through a 5-step review and resolve process. This process helps in pinpointing gaps and areas that need improvement.
Key Steps:
- Review: Conduct a thorough review of your current strategies and performance.
- Identify Gaps: Look for gaps in your channel and media mix.
- Resolve: Develop solutions to address the identified gaps.
- Implement: Put the solutions into action.
- Evaluate: Continuously evaluate the effectiveness of the implemented solutions.
4. Identifying Gaps in Your Channel/Media Mix
A well-rounded and effective strategy requires identifying and addressing gaps in your channel and media mix. This ensures that your marketing and communication efforts are comprehensive and reach your target audience effectively.
Key Insight: Regularly review your channel and media mix to ensure it aligns with your audience’s preferences and behaviours.
5. First Steps of a ‘Relevance’ Refresh
When considering a relevance refresh, it’s essential to start with the right insights. Understanding your audience’s needs, preferences, and behaviours is the foundation of driving relevance.
Key Insight: Gather insights through research, surveys, and data analysis to inform your relevance refresh strategy.
6. Best Practices for Driving Relevance
The session also touched on best practices for driving relevance in marketing and communications. These practices include personalisation, leveraging data, and maintaining a customer-centric approach.
Key Insight: Implement best practices that focus on personalisation, data-driven strategies, and a customer-centric approach to enhance relevance.
Conclusion
Driving relevance in marketing and communications is more critical than ever. By understanding the broader definition of relevance, measuring it effectively, and following a systematic approach to review and resolve issues, teams can achieve greater resonance and real business impact. Stay tuned for more insights and updates on our Relevance service offerings.
Access the recording
For more detailed insights, you can download the TEAM LEWIS Global CMO Report below:
