Today we conclude our discussion on how to deliver a brand’s message in their marketing campaigns as we take a closer look at designing marketing materials. Because of the internet and advances in technology in today’s competitive culture, a great marketing message is more important than in any other time in history. A creative who designs a campaign to target everybody will not transmit their message efficiently to the people who need to hear it the most. For example, an advertisement about make-up is only relevant to people who use it. This ad would be wasted on members of society that do not wear make-up. In their book, Integrated Advertising, Promotion, and Marketing Communications, Baack and Clow (2012) suggest the most effective marketers not only analyze their target audience, they design their campaigns to persuade relevant consumers to inquire about their services or products. The information companies gather from consumers, therefore, allows them to serve their needs better. This strategy helps enable them to develop a campaign that speaks directly to the consumers who may have an interest in their services or goods (Baack & Clow, 2012). Taking this information into consideration, the most effective creatives, design their ultimate marketing plans to promote and combine the most powerful message that authentically represents the company’s goods and services.
In her webinar, Marketing What Matters, the sixth strategic practice Dr. Meggin McIntosh (2015) suggests when designing their promotional materials, marketers should determine the following components: (a) what makes their materials unique, (b) how can they make the campaign memorable, (c) is the message consistent, (d) what is their most wanted response, and (e) do they know who their audience is?
Many of today’s advertising giants have one thing in common: commitment to customer focus strategies derived from rigorous customer insight. In their book, Precision marketing: Maximizing Revenue Through Relevance, Gallagher and Zoratti (2012) purport that marketers can learn more about their audience through data mining, analysis, and detailed profiling that implements third party data resources in addition to behavioral, transactional, and conversational tracking. This is how large corporations and top advertising firms engage in what is called precision marketing. Rather than allocating large budgets for mass campaigns that treat everyone in the same manner, precision marketers are mining customer data for spending predispositions and propensities in order to target buyers in an exceptionally sophisticated manner (Gallagher & Zoratti, 2012). In other words, all communication received can be used to target relevant data to the intended recipient. Marketers that include segmentation as part of their advertising strategy tend to produce higher results than those who do not. For example, a person with a Facebook profile indicates their interests by liking different pages. This information is gathered so that the next time a person logs in, there are ads strategically placed to target that individual’s interests. By gathering and segmenting data, marketers are better able to reach their intended audiences and produce materials that will yield more successful results.
Well, that’s it for this week. Thanks for tuning in! Until next time … stay organized!
“The first step toward success is taken when you refuse to be a captive of the environment in which you first find yourself.” – Mark Caine
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Baack, D., & Clow, K. (2012). Integrated advertising, promotion, and marketing communications (Fifth ed.). Upper Saddle River, NY: Pearson Education, Inc.
Gallagher, L., & Zoratti, S. (2012). Precision marketing: Maximizing revenue through relevance. London, UK: Kogan Page Ltd.
Meggin McIntosh, P. (2015). Marketing what maters. Marketing What Matters (p. 21). Reno: Meggin McIntosh, PhD.