We sincerely hope you enjoy reading Dazzle, as we have worked hard to feature topics that we believe you will find interesting, informative and leave you walking away with new-found marketing inspiration. Some articles which might be of particular interest include: • “Gen Z: The Generation You Need to Pay Attention to” (pg. 5) • “Social Good: A Long-standing Commitment at Ideaworks (pg. 6) • “Mixing it Up, Marketing Style” (pg. 10) • A friendly peek into what’s happening at our agency with “Life @ 197” (pg. 17) • And much more! Please don’t hesitate to reach out to us with feedback, questions or if there is a topic you’d like covered in a future issue.
Establish A Budget 74% of internet users perform local searches and of this percentage, 82% of local searchers follow-up offline via an in-store visit. Incorporating a budget doesn’t mean stressing about limitations; rather, it’s about exploring possibilities. Working within financial boundaries challenges you to be more thoughtful about how you’re spending your marketing dollars. By employing a more streamlined, targeted approach, you can reach prospects that are already considering the service or product you provide, but haven’t decided just where to get it from yet. This is where search engine marketing (SEM) could come into play. Searching on websites like Google and Bing is the most popular medium for locating information. In fact, 74% of internet users perform local searches and of this percentage, 82% of local searchers follow-up offline via an in-store visit, phone call or purchase. SEM is also very cost-effective compared to other marketing mediums, so it’s worth considering on a smaller budget. What are your goals? Who is your audience? how can you reach them? Sources 1 (TMP / comScore) 2 (https://nuancedmedia.com/3-benefits-of-search-engine-marketing-for-business/) 3 (Source:Emarketer 2012)
Know Your Target It all boils down to knowing your customer. Warm up to your target market’s demographics, psychographics and lifestyle. Geography, income, ethnicity, gender, and age are key factors that impact buying decisions and habits. It’s especially helpful with digital marketing, where being in the right place at the right time has become less about serendipity and more about strategy. Take Facebook, for example, where 29.7% of users are age 25 to 34. This is the prime target demographic for many businesses’ marketing efforts. If it’s part of yours, then Facebook is where you need to be. Choosing the right Social media platform For your business Be Consistent The key ingredient in your marketing mix is to create brand recognition, and that involves creating compelling content. While it’s nice to add some spice to your messaging, you want to make sure that everything blends together well, and that one piece doesn’t overpower another. That means using the same themes and messaging across all platforms in your marketing mix, as implementing multiple tactics keeps you top-ofmind. Prospects viewing an ad, web page, direct mail piece, or even a video from a well-integrated campaign should receive a consistent flavor from your messaging, with each element of the mix complementing and reinforcing the others. Measure Your Success What are you hoping to accomplish? Measure your marketing efforts against your business goal. If it’s brand awareness, track your social media posts. If it’s attracting more visitors to your website, try using Google Analytics. If it’s sales, take a look at how many leads were generated during your direct mail or e-blast campaign. Useful tools like Constant Contact, Hubspot and Marketo make it easy to follow each customer’s journey, starting with the first visit to your website. Take the time to monitor your progress so you’ll be able to amplify what’s working and adjust what’s not. Still not sure how to mix it up? We can add the secret sauce to your marketing plan. Contact us at 570.609.5650 or email at email@example.com Demographic 1.3+ Billion Users Ages 25-54 60% Female 1.3+ Billion Users Ages 18-29 200 Million Users Ages 18-29 1 Billion Users All Ages 70 Million Users Ages 18-35 80% Female 600 Million Users Ages 30-49 Purpose Building Relationships News & Articles; Conversation Building Relationships; Conversation “How To...” Videos; Stream Music Videos Scrapbooking; Life Planning News & Articles; Conversation Best For Building Brand Loyalty Public Relations Lead Generation; Retail, Art, Food, Entertainment & Beauty Businesses Brand Awareness; Service Industry Lead Generation; Clothing, Art & Food Business Business Development; B2B Businesses Downside Limited Reach 140 Characters Or Less Images Only Resource Intensive Images Only; Very Specific Demographic Limited Interactions