Online Content Must Be Useful, Relevant and Targeted

Regardless of the delivery mechanism, one thing remains true, content really is king.

Consumers are sophisticated and they expect information presented online, through e-mail and other marketing touch points to be relevant and useful to them personally. In a recent survey conducted by Method Engine, the majority of participants reported that the relevance of content is more important than the mode of delivery.

How often have you received a message directed to you personally through mail or email that had nothing to do with you or your interests? In an instant, the credibility of the sender diminishes to zero. As a recipient, you believe that the sender knows (and cares) nothing about you or your needs because of that message. At that point, the opportunity to build a relationship with that individual is lost.

Targeted online communications rate extremely high both in terms of educational value and engagement among users. Interactive applications are expected to be the format most likely to provide the most targeted, personalized content by consumers.