At no time in human history have we been subjected to the frequency and amount of information that is presently reaching our senses. While there are many traditional as well as new and novel ways to communicate with an audience (see lists at right), the sheer volume of messages competing for an audience's attention is making the advertising process more challenging. Complicating the matter is the fact that this expansion is not showing signs of slowing down!
All of which is a roundabout way of saying that the allocation of your advertising dollars must be carefully considered so that they are put to effective use. So, how might that be accomplished?
It starts by developing an understanding of three major elements (highly abridged below):
Your market(s) comprise anyone and everyone who can be identified as a potential customer you can sell to or provide a service to. These are further refined using market segmentation to arrive at your target markets.
If you are ostensibly delivering the same message to all audiences then you are mass marketing. If you are crafting specific message for specific audiences, then you are target marketing. Most businesses, except for those serving mass consumer markets, find greater success through targeted marketing efforts.
When you know your markets and when you have fine tuned your message the next step is to determine how best to deliver that message. There are choices... many, many choices and again the list at right illustrates many of those choices.
Our role is to work with clients through this process so that an advertising program emerges which meets organizational objectives and budgets. Including campaign creative and managing the media buy if required.
As a Google Certified Partner, we also assist clients with harnessing the power of Google's AdWords program.