An effective advertising strategy knows what it needs to do, it knows where it’s going and what it’s trying to deliver. This seems simple enough, but I keep seeing posts, here’s one on Biznik, LinkedIn Direct Ads vs. Google Adwords: Which one is better?, and tweets about adverting, that keep missing this fundamental point — your objective matters.

An effective advertising strategy delivers against one of two broad objectives: demand creation or demand fulfillment. That’s it, just the two.

On the other hand, (...)
Read the rest of If You Don’t Know Where You’re Going, Any Road Will Do (423 words)

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Post tags: Advertising, Effective Advertising, Marketing Strategy, Marketing Tactics, Online Advertising

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Effective ads are key for effective marketing. But, many marketers, even the most “sophisticated,” often don’t understand or take advantage of the perspective from which consumers view their efforts. Their marketing isn’t effective because their advertising strategy isn’t in sync with the needs and interests of their customers.

Effective Marketing

Let break it down.

Effective marketing has two broad objectives: demand creation and demand fulfillment. That’s it, just the two. On the other hand, consumers go through (...)
Read the rest of Are You Interested in Effective Marketing? Advertising Strategy Matters (285 words)

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© James for Hipkin's Hip Shots, 2010. | Permalink | 2 comments | Add to del.icio.us
Post tags: Business Strategy, Effective Advertising, Marketing Strategy, Marketing Tactics

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Effective advertising creates value for both the advertiser and the consumer. For the advertiser, an expensive, high-production-value ad that doesn’t work is not creating value. For consumers, a highly entertaining ad that doesn’t provide meaningful information about the product or service doesn’t create value either. Both might well be a lot of fun but neither is effective advertising.

Find the benefit or offer that will be meaningful to the targeted consumer, ideally heavy users of the category, and place it in a production that supports it. Consumers buy benefits.

Keep in mind the relationship your customers have with your brand is a commercial relationship. They expect to exchange value for value received.

For effective advertising, leave the high art to the artists.

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© James for Hipkin's Hip Shots, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: Effective Advertising, Marketing Tactics, Online Advertising

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