Target strategy allows you to give reasoned answers to questions of why, to whom, when, what, where and how to advertise. Relying on objective data – about the business, market, competitors and target audience.
1.who are you and why
This is a question about the company we are advertising. About the value that it provides and its differences from competitors.
2. WHO: studying the target audience
In order to build effective communication in digital, we need to know our target audience well.
An example of a taxi consumer’s task is to conveniently get to the right place, pain is a long time waiting for a taxi and old groomed cars.
3. WHEN: we understand the way of the buyer
One of the main goals of marketing is to communicate with the buyer when he makes a purchasing decision. Therefore, it is important to understand what steps the consumer takes and what decisions he takes on each of them.
4. WHAT: what we say
Communication is one key thought that a consumer must make from advertising communication. The task of the advertising message is to transfer the consumer to the next step on the path to purchase.
What we will talk about depends on our value and positioning, the stage of the customer’s journey and the channel that we use. It is also important to consider the advertising messages that our direct competitors are delivering – in order to rebuild.
5. WHERE: selection of promotion channels
At this stage, we already understand through which channels we can communicate with the consumer – we have studied the target audience. We also know the steps that the consumer takes on the path to purchase, and how he behaves on each of them – what information and how he is looking for. And we already know what advertising messages we want to convey. Moreover, we know which digital tools and how our competitors use.
6. HOW: implementation
This question is about translating our strategy into reality. What exactly do we need to do now.
Who needs a marketing plan? You. It’s for you, because only you are interested in the success of your own business. And without a strategy, it is hardly possible to stay on the market. But the question is different.
The development of a marketing strategy primarily involves determining the target audience (hereinafter – the target audience), that is, groups of people who are your potential customers. But it is impossible to determine them by 1-2 criteria. Let’s take a look at a specific example.
Imagine that your business is selling makeup products. However, no matter how paradoxical this may sound, you cannot say that your target audience is all women aged 18 to 70. Firstly, just not every woman uses decorative cosmetics. Secondly, not everyone can afford your products, and you only deal with elite brands. Therefore, we immediately cut off those whose income is less than 50,000.Retired women are also off the list. Thirdly, your cosmetics consists only of natural ingredients, so it can cause allergic reactions in people with sensitive skin. Fourth … although, perhaps, this is enough for an example. Have you already felt how the circle of potential customers has narrowed? Choosing a niche in the market, you immediately limit your target audience.
Without a clear wording of the USP (unique selling proposition) do not expect success. You must understand how your product or service is fundamentally different (for the better, of course) from those offered by competitors. And these benefits need to be conveyed to your target audience.
BE COOL! SMARTB WILL MAKE YOUR JOURNEY MUCH EASIER.
A BRIEF IDEA ,WHAT WE ARE GOING TO DO FOR YOU.
Analysis of the target audience, niche and competitive environment
Creating a Content Strategy
Creating a Lead Generation Strategy
Development of the logic and structure of the website / landing page
Creating a system marketing team and processes
Support / implementation of marketing strategy
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