What are the Keys to Success in Digital Advertising?
- Targeting the correct audience – identifying the correct demographic groups and the best way to reach them.
- Measurement success of your marketing expenditure– i.e., your Return on Investment (ROI)
Targeting the Correct Audience.
From your existing client base we can analyse the profile of people who buy your product or service. We will use such techniques as Socio-Demographic Analysis to show you key customer characteristics and how they compare to the population at large. This aids in defining their buying behaviour and preferences and so helps select the best route to for you to communicate with them.
Beyond this we can then locate new pools of buyers either by geographic location (using GIS mapping techniques) or by online location. If you have a physical business presence
(e.g. stores or catchment area) we can apply powerful online strategies to increase your customer visits (footfall). If you have a digital presence we can create strategies to improve your online visibility and increase relevant buyer traffic to your online business.
For your Offline promotion ( direct mail, newspapers, local TV / Radio, Outdoor/Posters et al ) these techniques can identify areas in your distribution area where high densities of individuals with the matching profile to your existing clients reside so that you can specifically target them.
This strategy can be extended by online promotions such as targeted Google Local Advertising and other online media. This is a very specific approach; very targeted, very clinical, and very scientific in its measurement.
Online we can identify the appropriate locations for you to promote your business or organisation effectively – whether using Online Media Advertising, Search Marketing (Google / Yahoo / Bing) or Organic / SEO (Search Engine Optimisation) methods.
We can also project manage hybrid campaigns for you so your
- Online ( Banner Ads, Google, PPC, Social Media, Blogs, Articles , Online Press Releases) and
- Offline (Radio, TV, newspapers, Press Releases and Magazines etc )
campaigns are synchronised for maximum effectiveness at optimum cost.
Your choice of media is crucial: TV and radio are great for generating new customer visits (footfall) when you open a new store, but they are “shotgun broadcast media” and fade thereafter unless frequently repeated to continuously promote your brand or products especially in the FMCG and consumer markets. Online Marketing is far more effective as you can market to identified groups who are already looking for your services / product.
Social Media is becoming increasingly important in generating consumer interest and captivating an audience for ongoing sales and building brand loyalty.
It is brilliant tool for communication with your customer base and prospects to understand their viewpoint, requirements and get feedback for product evolution and quality/price offer improvement. Used correctly it builds trust based relationships.
Your customers are your most valuable asset. They are usually “costly to gain but easy to lose” if you don’t understand them and nurture them. By analysing their recent behaviour, we can help you identify customers most at risk of defection (or churn) and implement corrective strategies to re-engage or retain them. We can help target your marketing and customer service resources to where they gain most benefit, by calculating the profitability of different customer types and their lifetime value to your business. We can build models that will predict likely future customer purchase behaviour to ensure you offer the right product at the right time. And we can even measure the sensitivity of customers to price changes.
Measurement of Success.
Whatever mix of media we help select for you to get your message to your customers and prospects, we believe it must be measured. This means we help you to choose where best to apply your marketing spend and to see the results of it.
Online spend can be measured scientifically and we will help you by interpreting the “analytics” into plain English.
Offline spend traditionally has been difficult to measure as it is a “broadcast” approach. We will show you how to tie it into online processes to make it measurable, so you can see its ROI.
We can also manage a spectrum of advertising media for you, running you online and synchronising your offline marketing .
At Alchemy we know how to identify your audience, target them with the correct media and measure ongoing the impact of your marketing efforts to continuously improve them and hence grow your business.
