Take Aim at Your Audience
December 18, 2008 by OA Group · Leave a Comment
A phrase I hear countless companies say in regard to advertising is, “I know I am wasting half of my marketing budget, the problem is that I don’t know which half!” This is a common dilemma that is directly related to where, when and how you are distributing your brand.
A research report was just released by Advertising Age that revealed that the automotive industry would be much better served by transitioning away from television towards radio. This case study is key in understanding domain expertise. If automakers migrate away from television to radio they could be able to dramatically cut their collective marketing budgets while still hitting their target audience; thus increasing their advertising ROI.
If you feel that your marketing dollars are being wasted on the wrong mediums, don’t get frustrated… GET FOCUSED!
Reputation Management
December 10, 2008 by OA Group · Leave a Comment
Let me introduce you to your best friend and sometimes worst enemy: social media marketing. You have heard the success stories of companies driving powerful consumer awareness via a viral video on Youtube or attaining expert credentials through relevant blog postings. However I want to talk about what happens when social media marketing gets ugly. If you purchase advertisements through an online ad network, there is a strong possibility that you do not know where your brand its being displayed. This has two negative components:
- Your business could be placed next to brand harming content
- Your banner ads could be simply filling in remnant inventory, which means you are practically guaranteed to lose your return on marketing investment
So what can you do to protect your brand’s reputation in the marketplace? Focus first and foremost on where your ads will be shown. This is where traditional advertising had it right. Companies paid based on placement, not solely on impressions. Secondly, experiment and choose innovative advertising mechanisms. If your marketing strategy has little to no risk, then you will produce little to no results. Good examples of fresh advertising placements are:
- Sponsored blog posts
- Video advertising
- Mobile marketing
Social media marketing can be your best friend, but only if you have a well thought out plan and clear objectives.
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Obsessive Agency Group Companies
