Planning the big business marketing budget is an annual challenge that directors and entrepreneurs face. In times of crisis, many brands have started to demand more results with less investment, so having new ideas has become an item needed to move advertising agencies and offices. Currently, the question that most moves customers and vendors has become the same: how to create a really effective marketing planning?
Far beyond the strategies already known to executives, who for years have invested in offline marketing and know how to analyze TRPs and GRPs, coverages, demographics and other variables of offline advertising, nowadays advertising has come to need to pay attention Where, according to experts and scholars, the audience is most present: the Internet.
According to the consultant in Digital Marketing and founder of the agency Nommad.ID, Marcelo Montone, one of the biggest problems when creating a plan is to keep an outdated thought for the monies.
For him, many entrepreneurs still focus on investments that present high risks of unusable results. “Many entrepreneurs and directors have started to resort to their offline agencies, or to referrals from partners or friends, to begin this construction of a digital brand image. However, these two more “easy” choices are not the best options. “he said.
According to Montone, the problems that the two options have can be diagnosed quickly. “In the first case, many of the time, offline agencies end up migrating part of the online budget, which could bring more result with lower cost, for investments in traditional off-line media, where they possibly will have better negotiation and lower cost of hand of specialized work. In the second, the manager will have to fully deposit his trust in the person he has indicated, and in the possible indicated, however, will continue without the knowledge base to accompany and collect the results of his partners. “he said.
Creating a strategy also focused on digital materials has become essential. But how to do?
It is not enough just to have a website or a social network page you need to stand out in the midst of an ocean of information and reach your client: that housewife looking for news, the teenager who loves video games and even the older man who is passionate about cars , for example.
To do this, the specialist states that, in addition to planning a detailed briefing and offering really measurable competition, it is necessary to follow a structured step by step and to provide, to companies and agencies, a chance to create large Interesting results and actions for the final audience.
Check out the tips:
1) set that will sellHave a clear description of your product or service;
Obtain market research data about the product you want to promote in digital media;
have data on Digital brand Search on your brand and your competitors.
2) set for who will sellHave demographic data of your targets;
Research on the digital behavioral habits of your consumers.
3) Know how much it will costWhat will be the cost of the unit of your product or service to the consumer;
Plan promotions or special purchase conditions if they exist;
What is the average ticket you crave to win with your sales in the period.
4) Determine what your goal is in salesPlan your goal in unit sales or medium tickets;
Distribute them throughout the year in a growing and conscious way;
5) Realizing what is success for your brandSuccess is to be known by millions of users?
Success is selling units?
Be clear what success is for your brand between awareness and conversion into sales.
6) know what period and investment is requiredDetermine the period of the campaigns to achieve the desired goals;
Plan the amount you will have available for the agency to invest;
7) Choose your partnerRequire your agency to plan based on the data from previous items, demonstrating what strategies, tactics, and how they will measure the results of the campaigns to deliver your goal in the period you want.