Your brand is more than your logo, name or slogan — it’s the entire experience your prospects and customers have with your company, product or service.
Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market:
- The images you convey
- The messages you deliver on your website, proposals and campaigns
- The way your employees interact with customers
- A customer’s opinion of you versus your competition
% Media Coverage
When we are briefed to plan a media campaign for our clients, first of all we set out to understand as much as possible about the target audience, what motivates them and what types of media they consume.
Media planning is the process of using this information to identify the most appropriate platforms and most appropriate types of messages that we can use to communicate our clients message. In today’s complex media environment, media planning means considering options such as sponsorship, social search or even encouraging brands to create their own content
Trying to satisfy a wide range of different needs is rarely effective. Splitting your customers into different groups of similar people will enable you to market your products or services specifically to the ones that will be most profitable to you.
Identifying your target market
We start to identify the different segments among your existing customers by looking for groups with similar characteristics. Consumers are often segmented by age, gender or income. Business customers can be broken down into different industries or by size. In practice, location is often a key factor, whether you are targeting local customers or looking for export opportunities.
Segmenting your market should enable you to identify the similarities between your different customer groups – and the differences. You will be able to more clearly understand what aspects of your offer appeal to each of the groups and adapt your product or service to more closely match their requirements.
Your customers are interacting with brands through social media, therefore, having a strong social media marketing plan and presence on the web is the key to tap into their interest. If implemented correctly, marketing with social media can bring remarkable success to your business.
What is Social Media Marketing?
Social media marketing, or SMM, is a form of internet marketing that implements various social media networks in order to achieve marketing communication and branding goals. Social media marketing primarily covers activities involving social sharing of content, videos, and images for marketing purposes.
Marketing analytics, Internet (or Web) marketing analytics in particular, allow you to monitor campaigns and their respective outcomes, enabling you to spend each dollar as effectively as possible.
The importance of marketing analyics is obvious: if something costs more than it returns, it’s not a good long-term business strategy. In a 2008 study, the Lenskold Group found that “companies making improvements in their measurement and ROI capabilities were more likely to report outgrowing competitors and a higher level of effectiveness and efficiency in their marketing.” Simply put: Knowledge is power.
With marketing analytics, you have a good, solid look into the direct relationships between your marketing channels. It’s great to be able to see how each of your individual channels (e.g. social media, blogging, email marketing, SEO, etc.) are performing, but the true power of analytics comes into play when you can easily tie the effect of multiple channels’ performances together.
For instance, let’s say you did an email send to a segment of your leads. Marketing analytics can not only tell you how many people clicked through from your email to your website, but also how many of those people actually converted into leads for your business when they got there. Furthermore, you can compare the impact of that individual email send with other marketing initiatives. Did that email generate more leads than the blog post you published yesterday? What about compared to your social presence?