Planning the marketing budget of large companies is an annual challenge that directors and communication professionals face. In times of crisis, many brands started to demand more results, with less investment, so having new ideas became a necessary item to move advertising agencies and offices. Today, the question that drives customers and suppliers the most has become the same: how to create a truly effective marketing plan.
Far beyond the strategies already known by executives, who have been investing in offline marketing for years and know how to analyze TRPs and GRPs, coverage, demographics and other variables of offline advertising, advertising today needs to pay attention to where, according to specialists and scholars, the audience is most present: the internet.
According to Marcelo Montone, a consultant in Digital Marketing and founder of the agency Nommad.ID, one of the biggest problems when creating a plan is to keep an outdated mindset for funding. For him, many entrepreneurs still focus on investments that present high risks of unusable results.
According to Montone, the problems that both options have can be diagnosed quickly. “In the first case, offline agencies often end up migrating part of the online budget, which could bring more results at a lower cost, to investments in traditional offline media, where they will possibly have better negotiation and lower cost of labor. specialized work. In the second, the manager will have to fully place his trust in the person he indicated, and in the possible nominees, however, he will continue without the knowledge base to monitor and demand the results of his partners”, stated.
Therefore, creating a strategy also focused on digital materials became essential. But how to do it?
Realize what is success for your brand
- Is success being known to millions of users?
- Is success selling units?
- Be clear what is success for your brand between awareness (awareness) and conversion into sales.
Know the period and investment required
- Determine the period of campaigns to achieve the desired goals.
- Plan the amount you will have available for the agency to invest.
choose your partner
If you choose to choose an agency to develop your marketing campaigns, require a planning based on the data from the previous items, demonstrating strategies, tactics and how they will measure the results of campaigns to deliver your goal in the period you want.