When it comes to digital marketing you need to accept as unfortunate truth: the most profound, creative and popular marketing plans are not always the most effective.
The biggest pitfall of a poorly designed online video marketing plan is the ignorant assumption that more impressions will always equate to more conversions. To design an effective marketing campaign you need to begin with specific goals in mind. Increasing your bottom line is always a by-product of meeting these goals.
A recent example of this comes from Old Spice. Despite their tremendous video ads featuring Isaiah Mustafa going viral, garnering well over 60 million views on YouTube alone, the company experienced a 7% drop in sales as a direct result. The problem stemmed from a lack of understanding of their market.
A large portion of Old Spice’s market consists of aging white males who have used the product for the better part of a century. It is harder for them to identify with a quirky young black male, to the point of refusing to buy Old Spice products.
Old Spice alienated a large portion of their customer base in an attempt at claiming a portion of the younger market who has been duped by their competitor’s aerosol cans of stink.
To ensure you don’t fall into the same pit your online video marketing plan needs to be carefully crafted to achieve specific goals, without tearing down the foundations of your current success. If your goal is to reach out to a new demographic you have to do so without alienating your current customers.
If that’s not a possibility you need to focus on increasing your current customer’s loyalty and frequency of sale. If you have no customer base and are looking to start growing, your entire plan should be catered around branding and awareness, forgoing the hard sale until you’ve built a foundation of trust.
More impressions always equal more clicks, but more clicks from an unqualified audience aren’t synonymous with more sales. While big numbers look impressive in marketing reports, at the end of the year all that matters is if the money you spent on marketing accomplished your goals. If your goals were appropriate for your company and market you’ll see your success directly reflected in your bottom line.
Giving back to our community has always been a big part of War Room’s company ethos.Our agency’s core values are Passion and Service. We are passionate about making a difference and believe that relationships are the key to business success and longevity. As a small...
Significant changes are coming in 2021, and marketers are biting their nails in anticipation. One of the events that might affect brands and their Facebook Ad strategy is Apple’s iOS 14 update, so we’re here to give you the lo-down. Here are the categories we will...
We’re sharing our favorite Mother’s Day ads of all time!With the special day coming up soon, we’re gearing up and planning for gifts and ways we can celebrate mom! According to the National Retail Federation (NRF), consumers spend an average of $205 on Mother’s Day...