Table of contents
Table of contents
- What Digital Relevancy Mapping delivers
- Step 1: Forming customer segments
- Step 2: Mapping the customer journey
- Step 3: Creating Your Digital Relevancy Map
Using a Digital Relevancy Map establishes a structure to provide each of your top customer segments with engaging experiences that nurture them toward purchase and inspire loyalty.
What Digital Relevancy Mapping delivers
Being able to address, and even anticipate, customer needs is more important than ever for effective personal marketing. Organizations need a structured approach to create the most relevant experiences. A Digital Relevancy Map (DRM) helps you develop the most effective personalization techniques for supporting those experiences.
The importance of a Digital Relevancy Map
At every stage in their decision journey, you want your customers to have experiences with your brand that fit their personas or their segments (and naturally, so do they). As the name suggests, a Digital Relevancy Map shows you how to create the most relevant content for your key segments.
The mapping exercise will help you to ultimately move your customers through their decision and buying journey more quickly. They’ll receive the right content, at the right time, in their preferred channel, and with the right calls-to-action that anticipate their needs.
And since you’ll have done such an outstanding job helping customers fulfil their needs while demonstrating you understand them, they’ll give your brand their precious trust and loyalty in return.
Sidestepping it may lead to a dead end
Of course, you can opt to skip doing the Digital Relevancy Map exercise. But without it, you could end up delivering generic content that doesn’t connect with your customer segments in any personal or meaningful way — and isn’t the quest for personalization what brought you here in the first place?
If your content isn’t effectively guiding customers toward increased engagement and conversion, what is it doing? Your competitors’ content probably is, as many brands are going all-in on the personalization race to win customers’ hearts and minds.* DRMs are the foundation for an effective personalization strategy because they give you a clear, prioritized, focused, and aligned content marketing process.
*94% of marketers are seeking to enable personalized customer experiences.
Getting the inside onside
Some of your internal stakeholders may throw up roadblocks to this process by claiming you’ve already got marketing research to work with. That’s great information to have, but it’s not enough on its own. While it demands some extra effort, time commitment, and cost, the DRM exercise will give you several critical advantages:
- Focus marketing work on the 20% of content that is responsible for 80% of engagement
- Gain insights regarding innovative offerings
- Gain organizational alignment around improving the customer experience
- Reduce “random acts of content”
- Enable content developers to focus on customer intent, as well as the appropriate goals and CTAs for each stage in the lifecycle
- Help identify where and what to test to improve engagement and conversion rates
- Identify missing content and functionality, as well as the optimal channel for them
- Accelerate customers through their journey
The DRM exercise should not last more than a few weeks and will only take a few days of work for the broader team. The process is equivalent in effort and cost to a usability study or a large survey effort.
Step 1: Forming customer segments
Step 2: Mapping the customer journey
What a typical customer journey looks like
Using the customer journey to drive better experiences