Today's consumer has more control over marketing and advertising than ever before. TV ads can be bypassed through pre-recorded digital television, Internet ads can be blocked through pop-ups, emails can be blocked through spam filters, radio ads can be avoided through satellite radio and telemarketers can't call consumers who signed up for the do not call list. So, how can your messages get through in a sea of non-receptive consumers?

It's easy. Marketing research has shown that consumers and business-to-business targets will listen to your message if it is truly relevant to them. Making your messages relevant can be easily accomplished through personalization. Start with a target market or markets and then apply what you know about these targets to peak their interest in your product or service.

Personalization can include such items as direct mail pieces including letters, mailers or catalogs, ID cards or even personalized welcome kits for new customers or employees.

Because personalization is data-driven, you will need to track information on your current customers and your targets. You can collect information through various tactics such as surveys, registrations, orders, and so on. The more information that you have, the more relevant your message will be. Higher relevancy leads to more inquiries and ultimately to more sales.

Make sure that your message is getting through by making it relevant through personalization. When others messages are ignored, your message will be heard.