By Lauren Fenthum
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Marketers today have never been more accountable when it comes to receiving insight focus and knowing exactly what consumers need. There is no excuse now, for your money to be wasted on ineffective advertising. In this day and age, we are exposed to rich amounts of data every day along with the ever developing technology scene, marketers are now able to make decisions based on robust insights, instead of just going according to their gut feel. Below are three key rules to follow when implementing a marketing strategy:
- Marketing Channels Must Work Together- the power of a good marketing campaign is the combination of different media to deliver a message to all potential customers in every part of the customer journey. Media channels may be competing for budget, but at the end of the day, they need to work as a team. Traditional methods of measuring the impact and efficiency of marketing do not consider the interactivity of the marketing channels. This means that the focus on how the channel works in isolation but neglect the interdependence factor. With the use of sophisticated technology, marketers are now able to measure the sequence, timing and delivery of messages, which allows marketers to deploy the right combination of marketing tools at the right time.
- Don’t Focus Just On Media Channel Performance- the vehicle for your message delivery is just one element of the overall campaign. All media vehicles can work if the message is clear and relevant. A complete marketing effectiveness suite should include sophisticated technology that considers the interactivity of component factors, direct causation methods, response trackers that captures awareness, research and focus groups, as well as neuroscience techniques to understand the non-conscious emotional response to a marketing creative.
- Know Your Short-Term Needs But Plan For The Future- the last few years have seen a definite shift in consumer behaviour as well as media consumption. Media consumption trends and habits are unlikely to reverse, this means marketers need to be prepared to talk to their customers in the future in order to carry on delivering an effective message. Brands that are getting a head start have started emerging in digital channels and using them along with a combination of traditional channels to engage with a new generation of customers.
Marketers now have the ability to measure and optimize their work with the aim of delivering powerful campaigns. It is important for marketers to understand how marketing can be used holistically and use an array of channels for message delivery. Make sure to measure each element of your marketing and not just an individual channel, so that you are truly optimizing every aspect of your marketing strategy. Start understanding your future consumers and build knowledge in how you will be able to communicate with them. By understanding your consumers as well as your marketing platforms, you have a better chance of reaching your target audience more effectively, and thus through effective marketing, increasing sales as well as the overall profit for your company.