Tag: Digital Marketing

The relationship between brand recognition and brand loyalty

Post author By The Comma Creative
Post date 2024-03-06

In the dynamic landscape of today’s business world, where consumers are bombarded with an abundance of choices, the concepts of brand recognition and brand loyalty stand out as pivotal elements in the realm of marketing. These two interconnected aspects play a crucial role in shaping the success and longevity of a brand. In this article, we will delve into the essence of brand recognition and brand loyalty, exploring what they entail and how businesses can effectively build and leverage them. Additionally, we will discuss the profound significance of these elements in the broader context of marketing strategies.

Understanding Brand Recognition

Brand recognition is the extent to which consumers can identify and recall a particular brand. It goes beyond merely knowing about a brand; it involves the ability to distinguish it from competitors and associate it with specific attributes or values. A brand with strong recognition is one that has successfully etched its presence into the consumer’s consciousness, making it instantly recognizable in various contexts.

Building brand recognition requires a multifaceted approach. Consistent and strategic branding across different channels is crucial. This includes a cohesive visual identity, such as logos and design elements, as well as a consistent brand voice and messaging. Advertising, both traditional and digital, plays a pivotal role in creating awareness and fostering recognition. A memorable tagline or jingle can further enhance recall, imprinting the brand in the minds of consumers.

The importance of brand recognition in marketing cannot be overstated. In a crowded marketplace, consumers are faced with an overwhelming array of choices. A brand that stands out through effective recognition strategies has a distinct advantage. When consumers are presented with options, they are more likely to choose a brand they recognize and feel familiar with, even if they are not avid consumers of that particular product or service.

The Essence of Brand Loyalty

Brand loyalty, on the other hand, is the holy grail of marketing – the culmination of successful branding efforts. It represents the degree to which customers consistently choose one brand over others, forming a long-term, emotional connection. Unlike brand recognition, which is about awareness, brand loyalty is about commitment.

Building brand loyalty is a delicate process that involves fostering a strong emotional bond between the brand and the consumer. This connection transcends mere product satisfaction; it delves into the realm of trust, shared values, and a sense of belonging. Customers who are loyal to a brand are not merely making transactions; they are making a statement about their identity and aligning themselves with the brand’s narrative.

One of the primary drivers of brand loyalty is delivering consistent quality. A brand that consistently meets or exceeds customer expectations builds a foundation of trust. Additionally, exceptional customer service contributes significantly to loyalty. When customers feel valued and supported, they are more likely to remain loyal to the brand, even in the face of tempting alternatives.

Creating loyalty also involves engaging customers beyond the point of sale. Brands that actively seek feedback, listen to customer concerns, and incorporate customer input into their products or services demonstrate a commitment to the customer relationship. Loyalty programs and exclusive offerings can further incentivize customers to stick with a particular brand.

The Symbiotic Relationship

Brand recognition and brand loyalty are not isolated concepts but are intricately connected. Recognition acts as the gateway – the initial point of contact where consumers become aware of a brand’s existence. Once a brand is recognized, the journey towards loyalty begins. It’s a cyclical process where recognition fuels loyalty, and loyalty, in turn, reinforces recognition.

The symbiotic relationship between brand recognition and brand loyalty is the cornerstone of successful marketing strategies. Recognizable brands have a higher likelihood of converting casual consumers into loyal advocates. Conversely, brands with a strong base of loyal customers enjoy amplified recognition, as these customers become brand ambassadors, actively promoting the brand within their social circles.

Strategies to Build Brand Recognition and Loyalty

To elevate brand recognition and foster loyalty among customers, businesses must employ a blend of innovative, consistent, and customer-focused strategies. A foundational aspect of this endeavour is ensuring consistent branding across all platforms. By maintaining a cohesive visual and communicative identity, brands can cultivate familiarity, which is crucial for recognition. Further amplifying brand identity, compelling storytelling plays a significant role. A narrative that deeply resonates with the target audience can forge an emotional bond, laying the groundwork for enduring loyalty.

Moreover, the importance of delivering consistently high-quality products or services cannot be overstated, as it forms the backbone of consumer trust and satisfaction. Incorporating innovation not only meets the evolving needs of customers but also keeps the brand dynamic and engaging, which is vital for retaining interest and loyalty over time. Engaging directly with customers through social media, surveys, and feedback channels establishes a two-way communication stream, enabling brands to respond to customer needs effectively and build a foundation of trust and loyalty.

Implementing loyalty programs rewards and recognizes repeat customers, enhancing their sense of belonging and appreciation towards the brand. Such programs not only incentivize continued patronage but also contribute to the development of a loyal customer base. Additionally, building a community around the brand can significantly amplify loyalty. By creating platforms for customers to interact with each other and the brand—be it through online forums, events, or social media groups—businesses can nurture a sense of belonging and community, further solidifying brand loyalty. Together, these strategies form a comprehensive approach to building brand recognition and loyalty, ensuring long-term success and a dedicated customer base.

The Significance in Marketing

Brand recognition and loyalty are linchpins in any marketing strategy. In a marketplace saturated with options, the battle for consumer attention is fierce. Recognizable brands have a head start in this competition, as consumers are more likely to consider and choose a brand they are familiar with. Furthermore, the cost of retaining existing customers is often lower than acquiring new ones, making brand loyalty a cost-effective strategy for sustained business success.

Moreover, in the age of social media and information overload, brand recognition and loyalty act as beacons in the digital landscape. Consumers navigate a sea of choices, and strong recognition helps a brand cut through the noise. Loyalty, once established, translates into positive word-of-mouth marketing, as loyal customers become brand advocates, amplifying the brand’s reach far beyond traditional advertising channels.

In conclusion, brand recognition and brand loyalty are not mere buzzwords in the marketing lexicon; they are the bedrock upon which successful brands are built. In a world where consumers are spoilt for choice, businesses that invest in creating strong recognition and fostering loyalty are better positioned for long-term success. Recognition opens the door, but it’s loyalty that ensures customers choose to stay. The intertwining dance of recognition and loyalty forms the narrative of a brand, shaping its identity and securing its place in the hearts and minds of consumers.

Tags Branding, Digital Marketing, Marketing Strategy

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Creating a personas for marketing: Why is it important and how to create it?

Post author By The Comma Creative
Post date 2024-03-06

Understanding your audience is paramount to success in the dynamic landscape of marketing. Marketing personas, also known as buyer personas or customer avatars, serve as powerful tools to delve into the intricacies of your target audience. In this article, we will explore what marketing personas are, the steps involved in creating them, and why they are crucial for the success of your business.

What are Marketing Personas?

Marketing personas, also known as buyer personas or customer avatars, are detailed and semi-fictional representations of ideal customers created by businesses to better understand their target audience. These personas go beyond basic demographics and incorporate insights into the motivations, behaviours, preferences, goals, and challenges of potential customers.

In essence, marketing personas are archetypal characters that represent different segments of a business’s target market. These personas are developed based on a combination of market research, data analysis, customer interviews, and other relevant information. The goal is to create a holistic and humanised view of the typical customers a business aims to attract and serve.

Key Components of Marketing Personas:

Creating marketing personas involves assembling a composite sketch of your target audience, which guides the development of strategies that resonate deeply with potential customers. Key components of these personas encompass a broad spectrum of characteristics, from basic demographic information to more nuanced psychographic details. Demographics provide a foundational understanding of who the persona is, covering age, gender, location, job title, income level, and other pertinent factors. This helps in segmenting the audience into more manageable groups for targeted marketing efforts.

Beyond mere demographics, psychographic details delve into the attitudes, values, interests, and lifestyles of the persona, offering insights into what truly motivates their decisions and preferences. This layer of understanding enables marketers to craft messages that resonate on a more personal and emotional level. Similarly, analysing behavioural patterns—such as purchasing habits, preferred communication channels, and online behaviours—sheds light on how the persona interacts with brands and makes purchasing decisions, allowing for more effective engagement strategies.

Additionally, understanding a persona’s goals and objectives, as well as their challenges and pain points, is paramount. This knowledge not only aids in aligning products or services with the persona’s aspirations but also in addressing their specific needs and concerns, thereby enhancing the value proposition. Communication preferences further refine the approach, specifying the most effective channels and styles for engaging with the persona. By incorporating these diverse components into marketing personas, businesses can develop more targeted, impactful, and empathetic marketing strategies that foster stronger connections with their audience.

Steps to Create Marketing Personas:

Creating effective marketing personas involves a structured process to gather and analyse data, identify patterns, and develop detailed representations of your target audience. Here are the key steps to create marketing personas:

Conduct Research:

Start by collecting data about your existing customers. This can include demographic information, purchase history, behaviours, and any other relevant details. Utilise customer surveys, interviews, and analytics tools to gather insights.

Segment Your Audience:

Group your audience into segments based on shared characteristics, behaviours, or other meaningful criteria. These segments will serve as the foundation for creating individual personas.

Identify Goals and Pain Points:

Understand the goals and challenges your customers face. What are they trying to achieve, and what obstacles do they encounter? This information helps in tailoring your products, services, and marketing messages to meet their needs.

Create Detailed Personas:

For each identified segment, create detailed personas. Give each persona a name, age, job title, and other relevant demographic details. Dive deeper into their interests, values, preferences, and behaviours. Consider aspects such as preferred communication channels and potential objections.

Example Persona Template:

Persona Name: Sarah
Demographics: 32-year-old marketing manager
Goals: Increase brand visibility for her company
Pain Points: Limited budget for marketing initiatives

Use Real Customer Stories:

Whenever possible, incorporate real customer stories and testimonials into your personas. These anecdotes add authenticity and help your team relate to the personas on a more personal level.

Validate and Refine:

Regularly validate and refine your personas. Customer preferences and behaviours change over time, so it’s crucial to keep your personas up to date. Use ongoing customer feedback, market research, and data analysis to ensure accuracy.

Map Customer Journeys:

Understand the typical journey your personas take from awareness to purchase and beyond. This involves mapping out the various touchpoints and interactions they have with your brand. Identify opportunities to engage and provide value at each stage.

Share and Socialise:

Ensure that your personas are shared and understood across departments within your organisation. Marketing, sales, product development, and customer service teams should all have a clear understanding of the personas and use them as a reference in their respective roles.

Integrate into Marketing Strategies:

Tailor your marketing strategies based on the insights gained from your personas. This includes content creation, advertising, social media engagement, and any other customer-facing initiatives. Align your messaging with the preferences and behaviours of your personas.

Monitor and Update:

Continuously monitor the performance of your marketing efforts against the personas. Track key metrics and gather feedback to assess the effectiveness of your strategies. If there are significant changes in the market or your business, update your personas accordingly.

By following these steps, businesses can create comprehensive and actionable marketing personas that serve as powerful tools for targeted and personalised marketing strategies. The continuous refinement of personas ensures that they remain relevant and valuable over time.

Why are the marketing personas important to your business?

Marketing personas are integral to the strategic foundation of any business, significantly influencing the efficacy and direction of marketing efforts. They offer a nuanced understanding of the target audience, transcending generic demographics to include psychographic and behavioural insights. This deep dive into the personas’ needs, desires, and behaviours allows for the creation of highly targeted and personalised messaging. Such precision in communication ensures that each segment of the audience receives messages that resonate with their specific circumstances, leading to more effective engagement and a stronger emotional connection with the brand.

Furthermore, marketing personas have a direct impact on product development, guiding companies to tailor their offerings to meet the precise needs and preferences of their target audience. This alignment not only improves customer satisfaction but also enhances the potential for customer acquisition and retention, contributing to a more loyal customer base. Additionally, personas inform the entire spectrum of marketing strategies, from content creation to promotional activities, ensuring that all efforts are cohesive and aligned with the audience’s expectations. This strategic coherence enhances the overall customer experience, fostering a sense of trust and loyalty towards the brand.

Beyond their role in external communications, marketing personas facilitate internal alignment across various departments within an organisation, ensuring a unified approach to engaging with the target audience. This collaborative understanding across teams enhances efficiency and effectiveness in achieving customer-centric goals. Moreover, the agility provided by well-defined personas enables businesses to adapt swiftly to market changes, maintaining relevance and competitive edge. Ultimately, the implementation of marketing personas not only elevates the return on investment by optimising marketing spend but also cultivates a deeper empathy and understanding towards the customer base, fostering a strong, competitive, and customer-focused business ethos.

Tags Digital Advertising, Digital Experience, Digital Marketing

Blog Branding eCommerce

The 4Ps, 5Ps and 7Ps in marketing

Post author By The Comma Creative
Post date 2024-03-06

In the dynamic realm of marketing, crafting an effective strategy is crucial for businesses aiming to stand out in the competitive landscape. One widely embraced framework that has stood the test of time is the concept of the 4Ps in marketing. Developed by marketing guru E. Jerome McCarthy, the 4Ps represent the core elements of a marketing strategy, guiding businesses in product positioning and market success.

What are the 4Ps in Marketing?

The 4Ps stand for Product, Price, Place, and Promotion. Each “P” plays a distinct role in shaping a comprehensive marketing strategy, ensuring that a product or service not only meets the needs of the target audience but also stands out in the market.

Product:

The first “P” involves defining and developing the product or service that a company offers. This includes understanding the features, design, and quality that set the product apart. Successful product strategies align with consumer needs, preferences, and market trends, ensuring a unique value proposition.

Price:

Determining the right pricing strategy is crucial for market success. The “Price” aspect involves setting a competitive yet profitable price point that reflects the product’s value. Pricing decisions consider factors like production costs, competitor pricing, and perceived value in the eyes of the consumer.

Place:

The “Place” element focuses on distribution channels and the availability of the product to consumers. Effective placement ensures that the product is accessible where the target audience is most likely to make purchases. It involves decisions related to retail locations, online platforms, and logistics.

Promotion:

Promotion involves the communication and marketing efforts to create awareness and generate interest in the product. This “P” encompasses advertising, public relations, social media, and other promotional activities. The goal is to effectively communicate the product’s value proposition and influence consumer behaviour.

How to Use the 4Ps in Marketing Strategy?

Integrating the 4Ps—Product, Price, Place, and Promotion—into a marketing strategy is a multifaceted process that begins with an in-depth research and analysis phase. This initial step involves conducting market research to gain a comprehensive understanding of consumer needs, preferences, and the prevailing market trends, as well as analyzing the competitive landscape to identify potential gaps and opportunities. Based on these insights, the next step focuses on product development, where a product or service is crafted to meet the identified needs of the market while ensuring it stands out from competitors through unique design, features, and quality considerations.

The pricing strategy follows, where a price point is determined that not only reflects the perceived value of the product to consumers but also remains competitive within the market. This involves a careful assessment of production costs, competitor pricing, and the target audience’s willingness to pay, ensuring the price supports both market penetration and profitability. Distribution channels are then established, selecting the most effective pathways to ensure the product reaches the target consumers where they are most likely to make a purchase, whether that be through physical retailers, online platforms, or direct sales methods.

Finally, promotional activities are developed to raise awareness and stimulate interest in the product. This entails crafting a comprehensive promotional strategy that utilises a mix of advertising, public relations, social media, and other relevant channels to communicate the product’s value proposition effectively to the intended audience. Through a strategic implementation of the 4Ps, businesses can create a cohesive and effective marketing strategy that aligns with consumer expectations and market demands, ultimately driving product success in the competitive landscape.

Examples of the 4Ps of Marketing:

The 4Ps of marketing—Product, Price, Place, and Promotion—are fundamental components that work synergistically to create effective marketing strategies. To bring these concepts to life, let’s examine their application across various industry giants. Apple Inc. is a prime example, known for its innovative electronic devices like the iPhone and MacBook. Apple’s products, characterised by cutting-edge technology and sleek design, are positioned through a premium pricing strategy that mirrors their high-end market perception. Distribution through exclusive Apple stores, authorised retailers, and online platforms ensures widespread availability. Promotionally, Apple leverages iconic advertising and exciting product launches, maintaining a robust online presence.

Nike’s approach to the 4Ps further illustrates the model’s versatility. Offering athletic footwear and apparel, Nike focuses on performance and innovation, adopting a premium pricing strategy for high-end products while keeping mainstream items competitively priced to attract a broader audience. Nike products are globally accessible via owned stores, authorised retailers, and e-commerce, with promotions heavily relying on celebrity endorsements and impactful advertising, alongside a strong sports event presence.

Coca-Cola showcases the 4Ps through its globally recognized beverage line, employing competitive pricing to adapt to regional markets and leveraging widespread distribution in supermarkets, restaurants, and vending machines. Its promotional strategies include global advertising campaigns and sponsorships that forge a deep emotional connection with consumers. Meanwhile, Amazon’s expansive product range, from e-commerce services to Echo smart speakers, benefits from dynamic pricing and the vast reach of its online platform. Amazon’s promotion strategies, including online ads and Prime Day, emphasise personalised engagement and sales growth. These examples underscore how the 4Ps form the backbone of a comprehensive marketing strategy, driving consumer engagement and business success across diverse industries.

The 5Ps and 7Ps of Marketing:

While the 4Ps form the foundation of marketing strategy, expanded frameworks like the Five Ps and Seven Ps offer additional considerations for a more comprehensive approach.

The 5Ps:

People: Focuses on the individuals involved in delivering the product or service, including employees, customer service representatives, and other stakeholders.

Process: Involves the systems and procedures that contribute to delivering a product or service, emphasising efficiency and quality control.

The 7Ps:

In addition to the 4Ps and the extra Ps mentioned above, the Seven Ps include:

Physical Evidence: Refers to tangible elements that contribute to the customer experience, such as packaging, branding, and store ambiance.

Performance: Encompasses the product’s functionality and how well it meets customer expectations.

In summary, the 4Ps in marketing provide a robust framework for businesses to develop and implement effective marketing strategies. By understanding the interplay of Product, Price, Place, and Promotion, companies can position themselves strategically in the market. Moreover, the extension to the Five Ps and Seven Ps allows for a more holistic approach, considering additional factors like people, processes, physical evidence, and performance. As businesses navigate the complexities of the modern marketplace, leveraging these marketing mixes becomes essential for sustained success and growth.

Tags Digital Marketing, E-Commerce, Marketing Strategy

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How to choose the right influencer for your next marketing campaign?

Post author By The Comma Creative
Post date 2024-03-06

The concept of an influencer has become a pivotal element in shaping public opinion, behaviours, and purchasing decisions across a vast array of industries. An influencer, by definition, is an individual who possesses the remarkable capability to influence the opinions and decisions of others within a specific community, especially online or on social media platforms. These individuals have garnered significant followings due to their expertise, authenticity, and the trust they have cultivated with their audience. Their realm of influence spans across various fields including but not limited to fashion, beauty, travel, fitness, and technology.

Influencers serve as bridge-builders between brands and consumers, creating a two-way communication channel that fosters a deeper connection and engagement. They leverage their position to share content, recommendations, reviews, and insights, significantly impacting their followers’ perceptions and choices. This unique relationship between influencers and their followers is what brands tap into, incorporating influencers into their marketing strategies to achieve more effective and targeted reach.

The viability of influencers as an advertising channel cannot be overstated. Their ability to offer authenticity, targeted reach, engagement, and varied content makes them an appealing choice for brands looking to connect with their audience on a more personal and trustworthy level. Influencer marketing capitalises on the personal endorsement of a product or service by someone the audience trusts, which can be far more persuasive than traditional advertising methods.

Influencers come in various types, categorised by their follower count and the niche they specialise in. From mega-influencers with millions of followers to nano-influencers who have a few thousand, each type offers unique advantages in terms of reach and audience engagement. This diversity allows brands to choose influencers who best align with their target demographic and campaign goals.

Selecting the right influencer for a marketing campaign is crucial for its success. Factors such as relevance to the brand, audience demographics, engagement rates, content quality, and the influencer’s authenticity and trustworthiness should be carefully considered. The alignment between an influencer’s audience and a brand’s target demographic is essential for ensuring that the marketing message is delivered to an interested and engaged audience.

About the engagement rates

Engagement rates stand as a pivotal metric within influencer marketing, offering a deeper insight beyond the superficial count of followers to gauge the true influence and impact an influencer has on their audience. This metric encapsulates the extent of active interactions—likes, comments, shares, and views—that content garners, serving as a testament to its relevance and the audience’s genuine interest. High engagement rates signify a robust, interactive relationship between influencers and their followers, highlighting the content’s ability to captivate and resonate, which is crucial for brands seeking authentic connections with their target demographics.

In the context of influencer partnerships, engagement rates provide brands with a reliable measure of an influencer’s potential to effectively convey marketing messages to an attentive and receptive audience. Influencers boasting high engagement rates are likely to have a more profound influence on their followers’ purchasing decisions, making them valuable assets for campaigns aiming for visibility, engagement, or conversions. These rates are especially critical in evaluating micro and nano-influencers, whose smaller follower bases often yield higher engagement, offering targeted access to niche markets with highly engaged audiences.

Ultimately, engagement rates serve as a key indicator of the health of an influencer’s community and the efficacy of potential marketing collaborations. By prioritising influencers with high engagement rates, brands can maximise their investment in influencer marketing, ensuring their messages are seen and acted upon by engaged and interested audiences. As influencer marketing evolves, the importance of engagement rates in crafting successful, impactful campaigns remains paramount, guiding brands toward more strategic and fruitful partnerships in the digital marketing landscape.

Influencers have become indispensable assets in the marketing strategies of brands aiming to navigate the complex digital landscape effectively. Their ability to authentically engage with and influence the purchasing decisions of their followers makes them valuable partners in achieving targeted reach and impact. As the digital world continues to evolve, the role of influencers and the importance of engagement rates in measuring their influence will undoubtedly remain central to the success of marketing campaigns in various industries.

Tags Digital Marketing, E-Commerce, Influencer Marketing, Social Media

Blog Branding eCommerce

A comprehensive guide to inclusive marketing

Post author By The Comma Creative
Post date 2024-03-06

Inclusive marketing is a strategic approach to creating and promoting products, services, and brand messages that resonate with a diverse audience. It goes beyond the traditional marketing practices that often focus on a narrow demographic and instead seeks to include people from various backgrounds, demographics, abilities, genders, ethnicities, and orientations.

The core principle of inclusive marketing is to ensure that everyone, regardless of their background or identity, feels represented, acknowledged, and valued in marketing efforts. This approach aims to break away from stereotypes, promote diversity and inclusion, and foster a sense of belonging among consumers.

Key elements of inclusive marketing

One of the primary aspects of inclusive marketing is representation, which involves featuring diverse individuals in advertisements, product images, and promotional content. This step ensures that all segments of the customer base see themselves reflected in the brand’s marketing efforts, fostering a sense of belonging and acceptance.

Another critical element is authenticity, which is essential for avoiding tokenism and ensuring that the diverse representation in marketing materials is genuine, meaningful, and reflective of real experiences. Authenticity helps in building trust with consumers by showing that the brand values their stories and perspectives. Accessibility is also a cornerstone of inclusive marketing, aimed at making marketing materials accessible to everyone, including individuals with disabilities. This inclusivity may entail designing content that accommodates various abilities and providing information in alternative formats to ensure that no one is excluded from the brand’s messaging.

The language and messaging used in marketing materials are pivotal components of inclusive marketing. It’s important to use inclusive language that acknowledges the diversity of the audience and avoids stereotypes. Adopting language that is respectful and considerate of different identities helps in creating a marketing narrative that is welcoming and inclusive of all.

Lastly, engagement with diverse communities is vital for understanding their perspectives, needs, and preferences. Actively listening to and collaborating with these communities in the content creation process ensures that the marketing efforts are not only inclusive but also resonate deeply with the target audience. This participatory approach helps in co-creating content that is truly reflective of the diversity of the consumer base, making inclusive marketing a powerful tool for building connections and fostering long-lasting relationships with consumers from all walks of life.

Why is Inclusive Marketing Important?

Inclusive marketing is not merely a strategy but a fundamental shift towards embracing diversity and representation in the marketing sphere. It stands as a beacon for brands aiming to establish a meaningful connection with a broader, more diverse audience. This approach goes beyond traditional marketing tactics, enabling brands to tap into previously overlooked or underserved markets, thereby expanding their reach and resonating with a wider demographic. The importance of inclusive marketing is multifaceted, encompassing various aspects that collectively contribute to its significance in today’s business and social landscape.

One of the most compelling reasons for adopting inclusive marketing is the potential to foster brand loyalty. When consumers see themselves accurately and authentically represented in marketing materials, it cultivates a sense of belonging and validation. This representation fosters deeper emotional connections between the brand and its audience, encouraging continued engagement and loyalty. Consumers are increasingly inclined to support brands that not only recognize but also celebrate the diversity of human experiences and identities.

Moreover, inclusive marketing ensures that brands maintain cultural relevance amid rapidly changing demographics and societal norms. By acknowledging and adapting to these shifts, brands can stay aligned with the values and expectations of their audience, ensuring that their marketing efforts resonate in a meaningful way. This relevance is crucial for brands looking to maintain their appeal and engagement across diverse consumer groups.

The impact of inclusive marketing extends beyond the business realm, contributing to positive social change. By championing inclusive representation in media and advertising, brands play a pivotal role in shaping societal perceptions and attitudes towards diversity and inclusion. This influence can lead to a more equitable and inclusive representation across the board, challenging stereotypes and fostering a more accepting and diverse society.

From a business competitiveness perspective, embracing inclusive marketing is increasingly becoming a necessity rather than an option. As consumer awareness and expectations around social responsibility and diversity grow, brands that prioritise inclusivity find themselves better positioned to thrive in an evolving marketplace. Consumers are more conscious of the brands they support, favouring those that reflect their values and contribute to positive societal change.

In conclusion, inclusive marketing represents a strategic and ethical commitment by brands to acknowledge, respect, and celebrate the diversity of their audience. By ensuring diverse representation and fostering an environment of inclusivity, brands can achieve broader audience reach, cultivate brand loyalty, maintain cultural relevance, and contribute to positive social impact. As the marketplace becomes increasingly diverse and socially conscious, inclusive marketing emerges as a critical factor in building strong connections, staying competitive, and driving forward a more inclusive and equitable society.

Will inclusive marketing trends impact your brands?

The significance of inclusive marketing trends on a brand is contingent upon several elements, such as the brand’s target audience, the specific industry it operates within, and how closely current marketing strategies are aligned with the principles of inclusivity. Nonetheless, as consumer expectations shift towards a greater emphasis on inclusivity, adopting inclusive marketing practices can yield substantial benefits, thereby positively influencing a brand in numerous ways. Inclusive marketing paves the way for expanded audience reach, enabling a brand to connect with a more diverse and broader demographic. This approach not only unlocks potential new markets but also enhances brand loyalty by authentically representing various identities and experiences, thereby fostering a deeper sense of belonging among consumers.

Moreover, inclusive marketing can significantly improve a brand’s perception and reputation. Today’s consumers value brands that champion diversity, equality, and social responsibility, and by demonstrating a commitment to these ideals, a brand can bolster its public image. Furthermore, staying abreast of cultural shifts and reflecting these changes in marketing efforts ensures that a brand remains relevant and resonant with consumers who value inclusivity in their purchasing decisions.

In the competitive landscape of today’s marketplace, brands that are at the forefront of embracing inclusive marketing secure a competitive edge. Distinguishing your brand as one that is committed to social responsibility and inclusivity not only positions it favourably in the market but also mitigates potential reputational risks. In a time when societal expectations are evolving, brands perceived as insensitive or out-of-touch risk alienating consumers.

Additionally, inclusive marketing can serve as a catalyst for innovation in product development. By gaining insights into the diverse needs and preferences of a broad audience, a brand may uncover opportunities for new products or services designed to appeal to a wider consumer base. In essence, inclusive marketing is not merely a fleeting trend but a reflection of the shifting landscape of consumer expectations. Brands that recognize the value of diversity and inclusivity not only stand to build stronger connections with their audience but also contribute to fostering a more inclusive and equitable society.

Considerations for Implementing Inclusive Marketing

Inclusive marketing demands a foundation of authenticity and a genuine commitment to embracing diversity beyond merely leveraging it as a marketing strategy. The distinction between authentic inclusivity and tokenism is palpable to consumers, who are increasingly discerning in their assessment of brand motives. To achieve authenticity, it’s imperative to ensure that your marketing team possesses a deep understanding of diversity and inclusion. This foundational knowledge is essential for creating campaigns that are both respectful and resonant with diverse audiences. Moreover, the process of inclusive marketing is one of continuous engagement—listening to and learning from the audience’s feedback is crucial. This ongoing dialogue facilitates an understanding of the evolving nature of inclusivity and prepares brands to adeptly adjust their strategies in response to these changes.

The implementation of inclusive marketing strategies not only broadens a brand’s audience reach but also fosters increased loyalty and cultivates a positive brand image. As the marketplace becomes ever more diverse and socially aware, brands that align their marketing efforts with the values of inclusivity are positioned to thrive. This requires not only a proactive approach to educating marketing teams and engaging with diverse audiences but also the agility to evolve marketing strategies as societal norms and expectations shift. In embracing the principles of inclusive marketing, brands can navigate the complexities of the modern, socially conscious marketplace, ensuring their continued relevance and success.

What are the examples of inclusive brands?

Numerous brands have successfully embraced inclusive marketing, aligning their messaging, campaigns, and products with principles of diversity and representation. Here are some examples of inclusive brands that have made strides in fostering diversity and connecting with a broad audience:

Nike:

Nike has been a trailblazer in inclusive marketing, particularly through its campaigns like “Dream Crazier” and “Equality.” These campaigns celebrate athletes breaking barriers, transcending gender norms, and advocating for social justice.

Ben & Jerry’s:

The ice cream brand Ben & Jerry’s is known not only for its delicious flavours but also for its commitment to social justice. The company actively supports causes related to equality, fairness, and the environment. Ben & Jerry’s has named ice cream flavours after activists and consistently uses its platform to address social issues.

Microsoft:

Microsoft has been a leader in promoting accessibility and inclusivity in technology. The company’s marketing efforts showcase products designed for individuals of all abilities, with a particular focus on the Xbox Adaptive Controller, catering to gamers with disabilities.

Target:

Target has gained recognition for its inclusive marketing strategies. The retail giant features a diverse range of models in its advertising campaigns, including individuals of different ethnicities, ages, sizes, and abilities. This approach aligns with Target’s commitment to making its stores and products accessible to everyone.

Procter & Gamble (P&G):

P&G, the consumer goods conglomerate, has made strides in inclusive marketing with campaigns like “The Talk.” This campaign addresses racial bias and discrimination, emphasising the importance of conversations about race within families.

Dove:

Dove, known for its beauty and personal care products, has consistently pursued inclusive marketing. The “Real Beauty” campaign challenged traditional beauty standards, featuring women of various shapes, sizes, and ethnicities. Dove’s commitment to diversity extends beyond advertising to include initiatives promoting self-esteem and body positivity.

Coca-Cola:

Coca-Cola has embraced inclusivity through campaigns like “Pool Boy,” which challenges traditional gender roles. By portraying diverse and empowered characters, Coca-Cola aims to connect with a broad audience while promoting values of equality and respect.

IKEA:

IKEA, the furniture and home goods retailer, has been praised for its inclusive advertising, showcasing diverse families and individuals in its catalogues and promotional materials. This approach reflects the reality of diverse households and customer bases.

Google:

Google consistently incorporates diversity and inclusion in its marketing materials and campaigns. The company promotes products and initiatives that aim to make technology accessible to people of all backgrounds and abilities.

These examples demonstrate that inclusive marketing is not limited to a specific industry but can be implemented across various sectors. Brands that authentically embrace inclusivity in their messaging and representation often find that it strengthens their connection with consumers and contributes to positive social impact.

Tags Digital Marketing, Marketing Strategy

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Strategies to increase your brand visibility

Post author By The Comma Creative
Post date 2024-03-06

In today’s ever-evolving business landscape, achieving brand visibility has become an indispensable factor for success across various industries. Whether operating in a business-to-business (B2B) or business-to-consumer (B2C) sphere, the degree to which a brand is recognized, recalled, and associated with its products or services significantly influences its market presence, customer trust, and, ultimately, its bottom line. This comprehensive guide aims to delve into the nuances of brand visibility, elucidating its critical importance for B2B enterprises in particular, while outlining effective strategies to bolster it.

Brand visibility transcends the mere existence of a logo or a catchy tagline; it encapsulates the creation of a consistent and memorable brand image that resonates deeply with the target audience. It’s about crafting a presence that not only garners attention but does so in a manner that aligns with the brand’s identity and strikes a chord with the intended demographic. A well-conceived brand visibility strategy ensures that a brand remains at the forefront of potential customers’ minds during their decision-making process.

The criticality of brand visibility is magnified in the context of B2B businesses due to the inherently complex nature of their transactions. B2B dealings are characterised by prolonged sales cycles, the involvement of multiple decision-makers, and considerable transaction stakes. In such a landscape, a robust brand presence can build trust and credibility, essential for fostering long-term relationships and influencing purchase decisions. Trust forms the bedrock of B2B engagements, with a reputable and visible brand engendering confidence among prospective clients. This trust, coupled with effective relationship-building efforts and a strategic approach to visibility, can significantly sway the decision-making process in favour of a brand.

Enhancing brand visibility is a multifaceted endeavour that demands strategic planning, steadfast execution, and agility to adapt to changing market conditions. A successful strategy involves a mix of defining the brand’s identity, optimising online presence, engaging in content marketing, leveraging social media, networking, fostering partnerships, implementing SEO strategies, utilising visual content, undertaking public relations initiatives, engaging in email marketing, and encouraging community engagement. Each of these components plays a pivotal role in amplifying a brand’s visibility.

A comprehensive online presence is paramount, ensuring that a brand’s website is user-friendly, mobile-responsive, and optimised for search engines. Social media platforms serve as vital conduits for extending a brand’s reach, with content marketing positioning the brand as an authority in its field. Networking, whether through industry events or virtual conferences, provides invaluable opportunities for direct engagement with potential clients and partners.

Collaborations with influencers or industry leaders who share a brand’s ethos can significantly elevate visibility, as can strategic partnerships that open new avenues for exposure. Furthermore, the adoption of effective SEO strategies enhances a brand’s search engine ranking, improving visibility among those actively seeking related products or services. Visual content, known for its shareability and memorability, further contributes to a brand’s visibility, while a strategic PR approach can garner media coverage, amplifying the brand’s reach.

Moreover, maintaining regular communication with the audience through email marketing, showcasing positive customer reviews, implementing referral programs, and ensuring consistent branding across all channels are pivotal in keeping a brand top-of-mind. Engaging with the community and demonstrating a commitment to societal values resonates with today’s consumers, reinforcing the brand’s presence in the market.

Central to these efforts is the need for businesses to continuously monitor and analyse the effectiveness of their brand visibility strategies. By keeping a close watch on key performance indicators and adapting strategies based on insights gained, businesses can refine their approach to brand visibility, ensuring alignment with evolving market trends and audience expectations.

In essence, brand visibility is not a static goal but a dynamic process that requires ongoing attention and adaptation. For B2B businesses, in particular, the stakes are high, making the need for a robust visibility strategy all the more crucial. By employing a holistic approach that combines various strategies tailored to the unique needs of their target audience, businesses can achieve and maintain the level of brand visibility necessary to thrive in the competitive landscape of today’s market. Consistency, commitment, and a deep understanding of the audience’s needs are the cornerstones of a successful brand visibility campaign, paving the way for sustained growth and success in the business world.

Tags Branding, Digital Advertising, Digital Marketing, E-Commerce

Blog Branding eCommerce

What is hunger marketing? Why is it important to business?

Post author By The Comma Creative
Post date 2024-03-06

Businesses, in order to highlight their own value and attract target customers, are adopting various marketing strategies. Among them, a notable strategy is “Hunger Marketing,” a marketing approach that creates market demand through restrictive measures. This article will delve into what Hunger Marketing is, what Restrictive Marketing entails, why businesses engage in Restrictive Marketing, and the foundations of successful Hunger Marketing.

Hunger Marketing is a marketing strategy centred around creating a sense of scarcity and restriction for a product or service, aiming to evoke strong consumer demand and purchasing desire. The purpose of this strategy is to make the product or service appear unique and difficult to obtain, thereby enhancing its perceived value and encouraging consumers to actively make purchases when faced with limitations. Hunger Marketing often involves restricting the supply, time-limited promotional activities, or other means of artificially creating scarcity, thereby attracting attention and demand in the market. This strategy aims to capitalise on people’s desire for things that are hard to obtain, thereby driving the sales of the product or service.

Why Businesses Engage in Restrictive Marketing

There are various reasons why businesses adopt restrictive marketing, and this strategy brings about multiple benefits, including the enhancement of brand value, the creation of market demand, and sales growth. Here are some primary reasons why businesses engage in restrictive marketing:

Creating a Sense of Scarcity: The core of restrictive marketing is to create a sense of scarcity for a product or service, making it appear unique and hard to obtain. This scarcity can stimulate consumer curiosity and desire, making them more willing to make purchases while also increasing the perceived value of the product or service.

Increasing Brand Value: Restrictive marketing can enhance the uniqueness and distinctive value of a brand, elevating its position in the minds of consumers. When a product or service is positioned as scarce and unique, consumers are more likely to perceive it as a high-end, prestigious brand, thus enhancing the brand’s overall value.

Inspiring Purchase Motivation: Restrictive marketing often comes with a sense of urgency and immediacy, sparking consumers to make quicker purchasing decisions. People tend to be more proactive when faced with a potential loss, driving the motivation to make a purchase.

Generating Buzz and Brand Awareness: Restrictive marketing often accompanies the launch of new products or services, and the uniqueness and exclusivity of such launches tend to capture the attention of the media and consumers. This buzz helps build brand awareness, making the brand more noticeable in the market.

Controlling Market Timing: Restrictive marketing allows businesses to better control the timing of product supply and launches. By strategically managing the supply and timing of product releases, businesses can create a competitive advantage in the market, ensuring that their products capture consumer attention upon launch.

In summary, restrictive marketing is an effective means of stimulating market demand and enhancing brand value by creating a sense of scarcity and limitation. This strategy not only increases sales but also helps brands stand out in the fiercely competitive market.

The conditions for Hunger Marketing

To successfully implement hunger marketing, businesses need to possess certain conditions and factors to ensure the effectiveness of the strategy. The following are the key conditions for the success of hunger marketing:

Unique Products or Services: The cornerstone of hunger marketing is the uniqueness of the product or service. Only products or services with distinct and highly differentiated features can capture the interest and desire of customers. This uniqueness is a prerequisite for creating a sense of scarcity.

Limited Supply: The core of hunger marketing is a restricted supply. It is crucial to ensure that the quantity of the product or service is limited, making it appear more valuable and harder to obtain. This can be achieved through methods such as limited production, unique versions, or exclusive sales channels.

Carefully Designed Marketing Strategy: Hunger marketing requires a meticulous and specific marketing strategy. This includes determining the timing, methods, and media for promotional activities to maximise the interest and engagement of the target consumers. The design of the strategy should align with the characteristics of the product to create the maximum effect.

Establishing a Strong Brand Image: The success of hunger marketing is closely related to the brand image. Businesses need to establish an attractive, trustworthy, and unique brand image in the market, making it easier for consumers to accept and follow their restrictive marketing strategy.

Reasonable Pricing Strategy: Pricing is also a crucial consideration in hunger marketing. The price should be set attractively while maintaining the perceived value of the product. Excessive pricing may make customers hesitant, while too low pricing can diminish the sense of scarcity.

Strong Marketing Team: Successful hunger marketing requires a creative and experienced marketing team. This team should be capable of devising attention-grabbing promotional activities, adept at interacting with the target consumers, and flexible in responding to potential situations.

Communication Transparency: Hunger marketing should not make consumers feel deceived. Transparency is a crucial element in building trust. Businesses should clearly communicate the true nature of the product or service during marketing activities to avoid consumer distrust.

The conditions for hunger marketing include unique products, limited supply, a well-designed marketing strategy, a strong brand image, a reasonable pricing strategy, an excellent marketing team, and transparent communication. The combination of these factors contributes to the creation of a successful hunger marketing strategy, capturing and retaining consumer attention.

Brands Successfully Implementing Hunger Marketing

Many brands have successfully implemented hunger marketing strategies, often creating high expectations and excitement in the market, leading consumers to eagerly pursue their products or services. Here are some examples of brands that have successfully implemented hunger marketing:

Apple: Apple is one of the most famous examples of successful hunger marketing. Whenever Apple launches a new iPhone, iPad, or other products, they employ limited supplies, pre-sale events, and limited-time offers to create a sense of product scarcity. This strategy induces consumers to frenzy during launches and enhances the uniqueness and value of Apple products.

Supreme: Supreme, a streetwear fashion brand, is renowned for its unique and limited-edition products. Each new product release attracts attention, often utilizing limited releases and “sold out” tactics to create a high level of scarcity. This distinctive marketing strategy makes Supreme products highly sought after by fashion enthusiasts.

Tesla: Tesla, the automotive brand, successfully implements hunger marketing for its new car models. The company conducts pre-order events to attract consumers to place early orders while restricting supply to create a demand-supply gap. This strategy brings attention to Tesla’s new models and allows the brand to quickly capture market share.

Air Jordan: The Air Jordan series, under Nike, is a classic representation in the basketball shoe market. Every new pair of Air Jordan shoes is released in limited quantities, accompanied by intense market competition and hype. This scarcity and restriction make Air Jordan a popular item among sneaker enthusiasts.

Nintendo Switch: In the electronic gaming industry, Nintendo Switch is a successful example. When the Switch was initially launched, its unique gaming style and limited supply quickly garnered global attention. Consumers lined up to purchase this distinctive gaming console, contributing to the Switch’s tremendous success in the market.

Common characteristics among these brands successfully implementing hunger marketing include unique products, limited supply, clever marketing strategies, and a strong emphasis on brand image. These elements collectively help these brands stand out in the market, attracting widespread consumer attention and loyalty.

The driving force behind hunger marketing stems from deep-seated human psychological needs. People desire to possess something unique and special, and when these items become scarce, it triggers a stronger desire to purchase. This psychological phenomenon is cleverly utilised in hunger marketing, serving as a powerful motivator.

Tags Digital Marketing, E-Commerce, Marketing Strategy

Blog Instagram Social Media

The Different Types of Instagram Hashtags

Post author By The Comma Creative
Post date 2021-09-16

In the ever-evolving realm of social media, mastering the art of Instagram hashtags is akin to wielding a powerful tool in the hands of a savvy marketer. Hashtags serve as the connective tissue that binds users, content, and communities in the vast Instagram landscape. Understanding the different types of hashtags and their corresponding audiences is pivotal in crafting a successful Instagram hashtag strategy. In this comprehensive guide, we delve deep into the world of hashtags, exploring three key types: community hashtags, branded hashtags, and campaign hashtags, each offering distinct benefits for brands.

The Essence of Hashtags

Before delving into the intricacies of these hashtag categories, let’s start with the basics. A hashtag, represented by the ‘#’ symbol, is a metadata tag used on social media platforms to categorise content and facilitate its discoverability. When users click on or search for a specific hashtag, they are presented with a feed of posts and stories that include that hashtag. This functionality makes hashtags a potent tool for increasing the visibility of your content to a broader audience, far beyond your immediate followers.

Community Hashtags: Forging Connections

Why Are Community Hashtags Important?

Community hashtags are digital threads that weave together like-minded users who share a common interest, passion, or theme. They serve as virtual gathering places where individuals with similar affinities congregate. Employing community hashtags is instrumental for brands seeking to establish connections, enhance content discoverability, amass followers, and cultivate a dedicated online community.

Exploring Various Types of Community Hashtags

Product or Service Hashtags: These hashtags directly relate to your offerings, such as #florist for a flower shop or #dress for a clothing boutique.
Niche-specific Hashtags: To target a specific segment within your industry, use hashtags like #weddingphotographer or #travelphotographer to hone in on your niche.
Industry Instagram Communities: Engage with broader industry communities by utilizing hashtags like #bakersofinstagram or #foodiesofinstagram, fostering networking opportunities.
Event or Seasonal Hashtags: Capitalize on trending events or seasons with hashtags like #movember or #donutday to tap into relevant conversations.
Location-based Hashtags: Boost your local presence by incorporating location-based hashtags like #madeinmelbourne or #cafeinnewyork.
Daily Hashtags: Join the daily conversation on Instagram by embracing daily hashtags such as #mondayblues, keeping your content timely and relevant.
Content-relevant Phrases: Use phrases that resonate with your content, like #doglovers or #beyourself, to connect with individuals who share similar interests.
Acronyms and Emojis: Engage in the digital shorthand of hashtags like #potd (photo of the day) or #tbt (throwback Thursday), or add an emotional touch with emojis like #🌟 or #🌺.

Remember that variety is key. Employ a diverse array of community hashtags in your posts and stories to tap into different communities and expand your reach.

Branded Hashtags: Crafting Your Identity

Why Are Branded Hashtags Important?

Branded hashtags serve as the embodiment of your brand’s identity on Instagram. These unique and custom hashtags are crafted to connect themes, campaigns, and conversations between your brand and your audience. Branded hashtags can boost brand recognition, promote user-generated content (UGC), and amplify your brand’s presence.

Crafting Effective Branded Hashtags

Simple Brand Name: A straightforward branded hashtag can be your company name, tagline, or the name of a product or campaign.
Brand Identity: Alternatively, your branded hashtag can reflect your brand’s identity or values, even if it doesn’t contain your brand name. This approach allows you to convey a specific message or sentiment associated with your brand.
Engagement Encouragement: Encourage your Instagram followers to use your branded hashtag in their posts and stories. This user-generated content not only increases your brand’s visibility but also fosters a sense of community and engagement.
Promotion and Tracking: Promote your branded hashtag on your stories, in captions, and across your marketing materials. Additionally, tracking your branded hashtag enables you to monitor and engage with user-generated content effectively.

Campaign Hashtags: Focused and Impactful

Why Are Campaign Hashtags Important?

Campaign hashtags are designed for shorter-term initiatives, typically tied to specific marketing campaigns, events, product launches, or partnerships. These hashtags generate concentrated engagement over a brief period, making them perfect for building momentum and fostering a sense of urgency.

Harnessing the Power of Campaign Hashtags

Short and Sweet: Campaign hashtags should be concise and memorable, facilitating easy recall by your audience.
Campaign Alignment: Ensure that your campaign hashtag aligns seamlessly with the campaign’s theme, message, or goals.
User Engagement: Encourage user participation by urging them to incorporate the campaign hashtag in their posts, enabling them to become part of the campaign’s narrative.
Time-bound: As campaign hashtags are time-sensitive, set a clear start and end date to create a sense of urgency.

In the dynamic realm of Instagram marketing, a strategic approach to hashtags is pivotal. Community hashtags help you connect with like-minded audiences, branded hashtags foster brand identity and engagement, and campaign hashtags generate short-term buzz. By understanding the nuances of each hashtag type, you can create a holistic Instagram hashtag strategy that elevates your brand’s presence, fosters community, and drives engagement.

Tags Digital Marketing, Social Media

Blog Social Media Social Media Advertising

What Agencies Won’t Tell You About Social Media Advertising?

Post author By The Comma Creative
Post date 2021-09-01

You can do so much more than showing your post to more audiences and get more exposure.

Introduction to Social Media Advertising

Social media advertising, also referred as social media marketing (SMM), are one of the most straightforward marketing tools for small businesses and start-ups to get hold of.

While social media ads are often being compared to search engine ads, we see them differently.

We often use social media ads before Google Ads for new businesses or those without a substantial online presence. Social media ads are more similar to traditional marketing which repeatedly broadcast your brand and products to the public. These messages will create brand awareness amongst those who have seen the ads.

As the brand becomes more well known, Google Ads is the harvester that we use. Search engine ads can collect those audiences who are actively searching for a relevant result.

If we are putting social media ads onto the customer-based brand equity model, social media ads are the bottom two levels – brand identity and brand meaning – that build a brand before customers are willing to interact with a brand.

Misconceptions to Social Media Advertising (or Digital Marketing in general)

The ultimate goal of all marketing and advertising campaigns is to increase sales. However, the time required to reach a significant difference in conversion is not as instant as it seems.

We often regard this issue to the “instant” nature of our lives currently. Because our computers, the Internet and our lives generally are more convenient than before, most of us are used to the culture of instant gratification that extends to the expectation in influences of digital marketing.

Yet, the building and maintenance of a brand is never an overnight wonder. It requires long-term dedication before a significant change can be seen. And this seemingly old school understanding of perseverance is a characteristic that is much needed in digital marketing.

The effects of social media advertising require time to be seen and more effort to maintain. One example that marketing schools and myself love to use is Coca-Cola. The iconic brand stood firm over the decades because of its branding, not because of innovative products. Coca-Cola was not conservative on any marketing, spending up to 60% of its revenue on marketing to maintain its brand awareness.,

So, what didn’t other agencies tell you?

Over our time in the industry, we have clients that previously worked with other digital marketing companies. And we have very mixed feedback from them in understanding social media advertisements.

Benefits that they can bring

To describe some of those, we would love to use an Aussie word: “dodgy”.

Because of the general lack of understanding in digital marketing, some agencies take advantage of such to promote their business. One of such is making false claims.

Some agencies will say that they can double your sales with social media adverts. While this sounds appealing, it is not a reasonable claim in most cases.

The general lack of digital marketing facts forces most digital marketers to continually test and trial for an optimised marketing campaign. And these come down to the variables in a scientific experiment:

Independent variables
Dependent variables
Controlled variables

The independent variables in social media advertisements are our copywriting, images and videos. And the dependent variables are the ad’s responses, including impressions, likes, comments and other engagements.

On the other hand, sales are mostly referred to as “conversions” in social media advertisements. However, conversions are often not direct from social media advertisements that are not dependent on the ad.

Making claims on something that is not directly related to a campaign is not a fraud, but definitely, an action that requires more research and understanding of social media advertising and their abilities.

More often than not, these claims are used as bait for customers. Concluding the experiences of our clients, we have not seen many successful cases in reaching their claims.

Use of advertisement budget

It is undeniable that advertising needs money. But, most of the time, is your money being used in the right place?

Yes, the fees you are paying to the agencies shall include their working hours and the expertise and experience. But it does not mean that you have to spend huge sums.

Social media advertisements are so beloved by marketers, mostly because of its ability to dial down to a particular demographic group. Such allows some of the most effective uses of marketing budgets that the world has ever seen.

For example, selling baby formula for different ages is more accurate with social media ads. These platforms can help marketers match individual advertisements to new parents, parents with older kids, or even couples expecting a newborn.

The marketers’ expertise and experience can help pinpoint the best audience for your social media ads that maximise your advertising budget’s effectiveness.

Some agencies without the knowledge will spend a huge budget to maximise reach and impression of the ads. With a highly extended reach, more exposure can lead to more conversion. But it also means your advertising budget is not generating the performance that you should be expecting.

Remarketing

Remarketing is a relatively new concept to advertising benefitted by the trail of data we left.

A common case that you will experience remarketing is when you visit a website recently, you will soon begin to notice advertisements from that particular brand.

Remarketing is an excellent marketing method as those who see a retargeted ad are 43% more likely to become a conversion (or sales for easier understanding).

Yet, retargeting is neither simple to set up nor easy to execute. And most agencies will not mention remarketing in most times.

Valuable statistics for your business

Your social media advertisements’ traffic and impression can often provide insightful statistics for your business in both online and offline performance.

Some of those statistics include:

Age
Gender
Location
Interest
Affinity to other markets
In-market
Operating System

While the source of these statistics is limited to your online audience, the numbers still served as significant references to your brand’s performance and offered insights to new business opportunities.

With the use of insights tools in social media and website tags, like Google Tag and Facebook Pixel, these statistics should be readily available to social media agencies. However, it is totally up to their willingness to share with their clients and enjoy a better success for both parties.

How to choose your next social media advertising agency?

Honesty and trustworthiness should be the most sought after characteristics when you look for your next social media agency.

These characteristics are a great foundation of the relationship with the agency and the credibility of the agency.

While significant growth should not be expected within a year, you should be able to see some changes in three months. If no positive change was seen, or even showing negative issues, it is best to find another agency.

Most of the time, agencies should not be hesitant in sharing statistics to you as those are data specifically from your business. And administrator access to your social media page should also be welcomed by the agency.

Even if you do not know how to read such statistics or use a business social media account, you shall still access those aspects.

Still, looking for a social media marketing agency? The Comma Creative is here to help.

Tags Digital Advertising, Digital Marketing, Social Media