Unless you’re in e-commerce, one of the biggest frustrations and challenges facing marketers is proving the success of a particular marketing program. Clients want to see a positive impact on their bottom line as soon as possible, but marketers cannot always prove that return. [Read more…]
When you start a new marketing program, your goal should be to start as small as possible. We call this a minimum viable marketing program (MVMP). You might recognize the idea. While it’s a straight lift of the term minimum viable product (MVP) from the startup community, but the concept is just as applicable to marketing. By starting with a minimum viable marketing program, you can ensure success by leaving time and budget to adjust course while setting more reasonable expectations with stakeholders.
Proper segmentation of your target market is extremely important to media planning and collateral creation. We’ve already discussed how creating personas help define your audience, but are personas enough to get the right content to the right eyeballs? Not usually. Let’s break down the best way to slice and dice your audience to ensure you’re getting the right messages to the right people.
Everybody has that friend that just loves to talk about themselves. In the marketing world, isn’t the same true for some brands?
Unfortunately, brand-centric messaging is not a viable practice for marketers. Audiences demand personalized content that meets their needs, not the needs of the brand. [Read more…]
Think about your most recent ad campaign. How did it make you feel?
The campaign, which is part of a larger strategy, looked good. But when you laid it alongside your other campaigns, did it feel disjointed? Did you question whether the message was the right one for the audience, or it it was even the right audience at all? As a marketer, did you feel lost and a little unsure as to how this ad fit into the larger strategy? [Read more…]