The core of marketing is connecting consumers with products that solve their unmet needs. It’s that simple. You don’t need a large budget, 20 different brand touch points or a fancy integrated campaign to achieve this result.
It’s easy to get distracted with all the marketing solutions and media on offer e.g. social media, Google Display, AdWords and Out-of-home (OOH) advertising etc. but you’ll get much better return-on-investment if you focus on the need state of your target first, then hone in on their media consumption habits. Understanding the need state of your target will help you determine the most effective messaging to use in your ads/ content. Identifying their preferred media will help you focus your advertising dollars on the communication channel that will most effectively deliver your message, with the greatest ROAS (return-on-ad-spend).
For example, if you sell products for new/first time mothers, running an ad on TV may not drive justifiable ROAS. Instead, enlisting OB-GYNs (obstetrician-gynecologist), and pediatricians to endorse your product may be more effective and cost efficient. OB-GYNs are constantly in direct contact with your target and they’re trusted by them. Referrals from OB-GYNs would drive tangible results for your business at a much lower cost (better ROAS) than producing and airing TV ads for the general public.
Regardless of the size of the company or the cost of the product, focusing on:
- The target’s needs to determine the most effective messaging
- Identifying their media consumption habits to determine the best channel for message delivery
are key to marketing success.
At Daley Design we offer market research, branding and content strategy services to help identify and speak to the needs of your target audience. Request a free consultation today at https://daleydesign.net/contact/
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