What marketing objectives should you establish for spending money on digital plans?
A) As mentioned, the businessperson responsible for marketing needs to reach a specific group of people. This “audience,” as marketers often refer to them, is out there for every good or service offered in our economy. There are people searching for cars. There are people looking for shoes. Some people need help with their taxes or a legal dispute. There are those who want specialty gifts to give to someone else. All these needs can be grouped into a set known as a market “segment”—a defined group interested in that particular product or service. The prospective customers within these “segments” are highly likely to spend money once they find what they want. Know this: there are tools related to Google’s search methods that greatly help a marketing agency find and bring in the kind of audience you’re looking for.
B) Efficiency; money isn’t something to be wasted! The Internet, and digital marketing techniques, are sure ways to be efficient with your budget as you reach out to potential customers. For example, so many of Google’s “tools” are made to help you find and advertise to the correct audience at exactly the right time. No other traditional medium can offer you that kind of value!
C) Brand awareness and market share. Just like the strategies of old (radio, newspaper, and television) the goal of your online budget is to make people aware of who you are and what you have to offer. And the endgame is simple, you want the Internet to assist you in grabbing a larger share of the market space you compete in. Let other competitors of your product do what they want, your goal is to take a percentage of the market from them and bring it home to your own business. As some have said, “successful marketing is not for the faint of heart.” In any case, get your brand out there to the right people and make them aware of what your company is all about.