This is the first part of 10 articles where we will cover everything about automatic online marketing, from building the tools, to the databases and more.
We are currently advertising to a wide audience. Our creativity lacks focus. We rely on our graphic designer, production team, and finances to determine (limit) what we do, which causes disputes within the company over who is doing a good job.
Often, I receive complaints from the production team, who don’t know what the marketing team is doing, and from the marketing team, who blame the production team for producing a low-quality product. Advertising is a very hands-on endeavor and is dependent upon the work of many people. If our graphic designer can create only five ads per day, how can we increase the scope of our advertising?
We should focus on niche advertising — on catering to the individual user based on our understanding of him. Through this and market automation we can make great changes in our advertising.
There are nine principles governing our advertisement efforts that must work synergistically.
- Budget — Although an advertiser’s budget is in the financial rather than the marketing realm, since it affects the number of people exposed to an ad, budgeting is one of the nine principles.
- Bidding — Although the amount and nature of bidding is strictly a financial decision, it’s still a principle.. Are we bidding enough to reach our desired audience?
- Placement — Where do we advertise? Who are our advertising partners, and who is our audience? More importantly, how many segments of the population can we reach together?
- Call to Action (CTA) — Our work must be informed by ethos, logos, and pathos. What are we asking the user to do? Install an app, register, place an order? We must teach him about us? We must draw him back…
- GEO — Where is our audience? What language do we use? If we use e-commerce, does the advertising fit the economic climate?
- Audience — Who are we targeting? What are the interests and needs of the audience? A retargeting question might be: How long has it been since the user visited the site?
- Creativity — What are we showing the user? Is it a screen from the app? Is it a model of the product from the site . . . ?
- Ad Type — Is it a pull advertisement or a push one? Is it primarily a video? Is it an image? Giphy . . . ?
- Colors and logo — What are the primary colors? What logos do we use? Do they fit the brand?
In the series, we will study the 4 pillars of marketing — Budgeting/Bidding, Understanding of the audience, Creativity, and Placement — to develop a road map to successful marketing. We will learn about each of our principles, how they affect our ads, and how we can use them to be more niche-focused. We will discuss how the principles interact with one other and how they can lead from advertising to a more general audience to niche-based advertising. Stay tuned, and we’ll talk soon.