Relevance in advertising has been a concern ever since the first ad appeared.
Digital has increased the demand for relevance. Customers are annoyed by intrusive ads (witness the rise of adblockers) and at the same time they insist on more in-depth and personalised information and services.
Succesful content marketing is a matter of relevance.
"The Furrow", content marketing from 1895.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience, and ultimately, to drive profitable consumer action.
Content marketing is about relevance. It is at the basis of our approach:
We all know the customer experience impacts the bottom line. Experience influences the decision to become a customer, remain a customer or recommend you to other people.
The customer experience is a direct result of how a business has designed its systems and processes. In other words: the backstage dictates what happens on the front stage.
Connecting these backstage systems and processes can dramatically improve the customer experience.
After digitalisation and digital transformation, data is the new hero on the playing field. A logical step when it comes to evolving towards an optimal customer experience. Companies are therefore looking for various different data profiles. In addition, agencies and consultancy firms are attaching greater importance to this in their current approach and services.
As a result, buzzwords are often bandied about and certain terms are misused or taken out of context. Translating data into practical business value is not always straightforward. At The Reference, we therefore use the term 'data consultant' as we place the emphasis on the broader picture and offer more concrete guidance according to the needs of our clients.
Our Senior Data Consultant Roel Peters and Data Consultant Senne Vermassen clarify a few things below.