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Reach x Frequency x Message = Results. That equation is the most proven formula for success in advertising. In our last post, we focused on reach (or audience). This post will focus on frequency, or what many marketing professionals consider “metrics.” Frequency is often the hardest part of advertising strategy for business owners to understand and utilize. You know your audience, because it’s your customer base. You know your message, because, well, it’s your business. But do you know the optimal number of times your ad should run before you’re wasting budget? There is a point of diminishing returns in advertising. Running an ad four times during prime time on the same station is not only foolish, it’s a non-efficient use of your marketing budget. The same mantra applies to any medium, whether print, digital or broadcast. When possible, target content that applies to your product/service. Place ads in print issues that have articles pertaining to your brand. On the digital side, this is easy: Google AdWords campaigns are an easy and effective way to behaviorally market your audience. Google and their network partners allow your ads to “Follow” users that search for a keyword you have selected for up to 90 days (or until the user clears their cache). Understanding frequency is difficult, time consuming, and often times the top reason companies hire ad agencies. Trained media buyers are versed in the nuances of placement strategy, plain and simple. As we mentioned in our last post on audience, no part of the equation is more important than the other. Rather, the most successful marketing and advertising campaigns utilize all three parts effectively and concisely. Frequency, however, is often the most difficult part for businesses to master. Sometimes, after all, it’s best to leave it to the professionals.  
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Massive Dynamic has over 10 years of experience in Design, Technology and Marketing. It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.

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Keep it simple. It’s an adage we use a lot in the advertising industry, and for good reason. No matter how convoluted modern marketing strategies may seem, advertising success has continued to follow a relatively simple equation: Audience x frequency x message = results Figure out who you need to reach, how many times, and with what message (creative) and you have a proven formula for advertising (notice we did not say marketing) success. No part of the equation is more valuable than another. All factors are equal parts to credit (or to blame) for any profitable advertising strategy. In this blog post, we will concentrate on the first factor: audience. There’s no doubt that digital advertising has opened up a whole new level of audience targeting. Instead of throwing your message at a wall and hoping it sticks with the right people, you can now only reach the people most likely to use your product or service thanks to a few algorithms and a lot of big data. Look, nothing can beat digital when it comes to targeting. Want to reach soccer moms in one zip code between 5-10 pm on weeknights? Done (for the right CPM). The problem, however, is that everyone wants a piece of the behavioral marketing game, and messages often get diluted in the ever-more-clouded world of online advertising. So, we offer some simple words of advice as you navigate the dynamic world of marketing strategy: Your audience is not a trend. Think past the medium, and meet your audience where they are… regardless of trends. If your audience loves the look and feel of the printed page, meet them there. If your audience loves the interactivity and instant gratification of digital mediums, meet them there. Don’t try to define your audience with your advertising, define your advertising with your audience.  
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