30 July 2013 0 Comments

The Age of relevance marketing: will your brand survive?

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)


Brand relevance, relevance marketing, Brand Equity, Social Visibility, Social relevance, digital impact, Social media, Online relevanceDigital technology has thrown up a new demand in marketing process. It is no longer about good product and services alone. Nor is it mainly about the expertise of the management. While these are great additions, it will no longer be the only thing that counts.

A big question now will be on the relevance quotient of your brand. Quotient has always been part of us. We used to have Intelligent and emotional quotients. The proponents of these quotients had told us organizations cannot successfully live without them. They told us employees need to bring these qualities along with them to the workplace in order not jeopardize teamwork and total organization effectiveness and efficiency.

Before this, let us try and define relevance. This article says: ‘relevance does not mean it has to be cool, flashy or trendy or never been done before. It is about studying culture and sees how it works; its goal is to communicate. What seems incredibly relevant to one person may be deemed irrelevant by a crowd of people’.

For marketing communication professionals, we live in the age of relevance marketing. There is no indication we will not continue in this arena for long. If this is the situation, will it not be right if we take time to run through a few checklists that will ensure our brands scale through this ocean. Believe me this ocean will continue to surge.

Socialization of product and services: socialization has to do with realizing you are living within a group and you must learn the norms so you can conform. It is adaption which will require we act according to the demands of the society we live in. While there are exceptions to this rule, marketer must take a lesson from this. It thus mean products and services must learn and act according to geo-demands. While it is good to think global, acting local will help. For instance, a product will massive attachment to gay and lesbian lineage may encounter challenges in penetrating many African markets as of today.

Social convergence: successful brand must also believe and focus on a social convergence. Not that alone, it must as a matter of urgency take the opportunity provided by such convergence to excel. During sporting activities like UEFA, AFCON, FIFA World cup etc, many brands marketers will find an opportunity in this social convergence. If you miss this, making headway may become a big issue. For some it may be religious convergence while others will find best opportunity in other life touching activities.

Increase demand for social tools and professionals with sociological and human relation ability: Marketing success will be helped greatly today with the incorporation of relevant social tools to its process and systems. Besides this, there must be an increase in demand for online professionals with specialized skills in sociological and human relation ability.  There will be a need for technology support personnel. Over concentration on the later over the former will spell doom for relevance market dynamics.

More budget allocation: of course, fallout of the above will be a demand for increase in budget allocation in the above point. It is time to allocate money where your mouth is. No more lip service. Commitment will be required.

Step up your earned media: While traditional, paid media will continue to be part of our lives, a commitment to brands’ earned media will be of great advantage. Instead of pushing a lot of budget in paid media there is a need for strategy refocus. There must be integration, but a long term commitment process must be in place for the support of your own brand earned media. A word is enough for the wise.

Social visibility: Where there is a commitment to earned media, the fallout will be an increase in brand’s social visibility. This will be a major requirement of relevance marketing

Trust is a social capital: You cannot successfully act on the above with sound integrity without enjoying its benefit. Trust as a social capital will be the bedrock of relevance marketing. The question is: will your brand survive? What should you do now?

Let us read from you.

Photo credits: leadingsmart.com

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