Comment équilibrez-vous les avantages et les coûts des différents types de supports publicitaires?

Balancing the benefits and costs of advertising media is like crafting the perfect recipe: Understand the Ingredients: Start by knowing each media's strengths—social media for engagement, print for local impact, and digital for tracking. Budget Wisely: Allocate funds based on where your audience spends their time and the media's return on investment. Test and Learn: Run small-scale tests to see what works best, then scale up on the winning channels. Evaluate Continuously: Regularly review performance metrics to ensure you're getting the most value for your spend. It’s about mixing and matching to find the optimal blend that drives results and keeps costs in check.

The great debate. Do I invest in promotional-orientated media and tactics that sell cases or brand initiatives that drive long-term brand equity? One is easily measured but often corrosive to the long-term value of the brand as promotional tactics invariable include a 'deal', while the second one is almost impossible to measure but instinctively feels right. All in all, the marketer's dilemma.

Start by identifying the expectations around payback period what "success" looks like. For example, are you trying to generate the most total/aggregate leads, the most cost-effective CPL, or the customers with the highest LTV? Often you'll find that you have to make trade offs, where optimizing for one of those primary objectives will often require you to sacrifice, deprioritize, or simply suspend the other. Then, set regular feedback loops at least monthly or quarterly to assess progress towards these objectives and how you're going to iterate when they are (or aren't) playing out as expected.

Some ways to do this is through surveys and focus groups: Gathering customer feedback is a valuable way to understand your audience. They can help you gain insights into customer needs, preferences, pain points, and buying behavior which can be used to create more targeted and personalized messaging that resonates with your audience. For example, I do this through Instagram polls to see what my audience likes/dislikes!

We no longer have to pay the price of investing in a huge drift net, with one-size-fits-all 'bait' hoping to capture our target customers. With human insights and creativity, combined with data, we can fly fish in the right bait to the right customer at the precise moment. If done right it is highly efficient.

It’s important to remember that you may have one key message to deliver for each product, service or client demographic. Do you will build a portfolio for future use. Then it’s about frequency. So if your medium is social media, create a posting schedule and make sure you do them. If postcards or leaflets are your go to, choose your display locations and then keep them well stocked.

Less is more. Less self-proclamation - you have the fastest network or are the king of beers or the key to opening happiness, and more on demonstrating how you help, solve problems, guide, nudge, and bring about a desired outcome for the consumer: less about winning advertising awards and more about moving market share.

For example, let’s say you run a career consulting company which helps people land jobs from non-traditional backgrounds. Your unique selling proposition is could be to transform job-seeker’s career trajectory and unlike other companies that may focus solely on resume revisions and job search strategies, you take a “white-gloved” approach that includes personalized coaching, career assessments, and access to a network of industry professionals.

Use insights on Instagram and Facebook during ad campaigns to understand who your target is. Insights can tell you your audience’s primary gender and what their interests are.