Many campaigns fail because marketers fail to understand what is happening on the ground. They are sitting in their ivory tower running digital campaigns using words that fly past people’s heads. While we claim to possess an understanding of the basic nature of the universal human mind, each target market has its own nuances. Instead of making assumptions, we undergo social learning.
To succeed, we first map out your target audiences’ demographics & psychographics and create a profile of them on paper(replaced with computer now). We conduct probing via 1)in person meeting with you and 2)researching forums & review sites to find all the answers to our comprehensive checklist of 18 questions. In so doing, we gain an understanding of the thought process behind your target audiences.
Digital banker, Digital concierge and now, Digital salesperson. It’s hard to deny that people these days are doing everything from the comfort of their home or just about anywhere. A survey by Corporate Executive Board found that 57% of the purchase decision is already complete before the customer even calls the supplier.
Armed with knowledge gathered from phase 1, we put ourselves in the frame of mind of your target audience (like a temple medium?) to produce copy that speaks to them, as though it is a real in-person conversation.
Online attention span is short, at 8seconds(shorter than that of goldfish according to some studies). Social Selling entails first grabbing the attention of your prospects and hooking them in with Social triggers. The next step emulates the real-life selling process whereby we establish credibility, counter objections, present an irresistible offer, all from a landing page. The visitor is brought through a process where he goes from being a cold audience to a warm prospect and takes an action on the landing page. In the online world, we call it conversion.
No campaign is infallible. Even experienced marketers make wrong judgment calls or assumptions that fall flat. Thankfully, you no longer have to pay tens of thousands to print your ads, distribute to masses and then wait a few weeks for feedback to arrive.
Digital Campaigns provide insights realtime. Some of the social metrics we monitor closely include Clickthrough Rate(CTR), Conversion rate, Cost per Click(CPC). The data is invaluable, and is part of the reason we are so confident of producing a successful ROI-multiplying campaign for our clients. We split-test 3-4 ad copies along with 3-4 target audience/keywords per adset simultaneously and allow data to surface the winning combination. If we don’t get it right the first time, we iterative the process until it works. Human judgment is subjective, but numbers don’t lie. Testing is the mother of all proof.
The more data is collected, the better your campaign performs. Once we identify winning parameters in your campaign, it is time to scale up, and to scale up profitably. What’s more, leveraging Google/Facebook’s latest machine learning capabilities alongside our manual optimization allows us to be laser-targeted. It very accurately shows the right ads to the right audience through the use of A.I. It is like adding wings to the campaign.
In a nutshell, creating a winning campaign is part science and part art. Latest technology advancement in advertising complements and overcomes the inadequacies of human processing power and helps to scale campaigns effectively. Never has advertising been as exciting as what we know of today. (I imagine David Ogilvy jumping up and down if he knew about machine learning).