In marketing, it is definitely not true that what works for one person will automatically work for another… It may or may not, toss a coin. It works more when you really agree on a clear business direction for your business in the company. This also subsequently provides a clear measure of whether the future investment being discussed is relevant or not. If you are clear in this regard, then you can correctly set short-term and long-term goals for marketing, choose and get to know and understand the target group and its needs well and improve the product accordingly, set the price correctly. Subsequently, a number of the above-mentioned points apply: create a long-term and strong creative concept, be consistent, focus on building a brand that can differentiate the company or product, choose communication channels relevant to the target group and a number of other things in which it is necessary to go into detail about individual marketing expertise.
Why? Because, as the data show, each of us is attacked by up to 10,000 advertising messages every day these days. That is, of course, a huge number. Our brain defends itself by creating immunity over time and therefore we do not perceive most of these messages. It naturally protects itself from being overwhelmed by information by suppressing it. Out of those 10,000 messages, we actually only remember a few dozen.
Primarily, these are messages that resonate with the fulfillment of some of the needs that we are currently slovenia phone number data addressing – if I am considering buying a new phone, I will automatically start to perceive phone ads much more. Therefore, in order to make our message reach the minds of our target group, the right context, a strong creative concept, consistency in communication and sufficient share of voice (a metric that indicates the proportion of searches for keywords in the top ten to the total searches for monitored keywords) compared to the competition are even more crucial than before. And if we do not have a large enough budget, we must narrow our target group relevantly and target much more precisely in order to truly make ourselves visible to our key customers. And this is in turn a great advantage of online tools that make this possible. However, without a precisely defined strategy and instructions for purchasing media space, this cannot be achieved.
Tomas Vacek
Entrepreneur and marketer with more than 25 years of experience in management, strategy, marketing, sales and business development. He has managerial experience in both managing international agencies and trading companies. For example, he worked at Ogilvy & Mather as CEO, or as business development manager at Fischer GROUP, or as Vice Chairman of the Board at PIETRO FILIPI Holding, he was behind the successful Amundsen campaign for Eter destilere vodka, which also won a silver EFFIE, he was involved in the acquisition of eTravel by Fischer Group, he set up Perfect Canteen in 2010–2014, which was successfully sold in 2020, he implemented the transformation at Pietro Filipi and many others. Today he manages his own marketing agency Contexto, the specifics of which is the search for a strong long-term strategic concept combined with a strong focus on business results.
One final recommendation
Marketing communication should never be about liking or disliking, whether it is for me personally or the owner, but about whether it delivers a relevant message, is attractive to the target customer and of course must be relevant to the defined brand archetype and positioning. Personal taste is very individual, I learned that during my work in fashion. What many colleagues would never wear was often a sales hit and that is not bad if it corresponds to your brand. Personal taste has no scale and at the same time I can never judge others by my own, especially when I am not from the target group, as is usually the case with company owners or marketing directors.
- Board index
- All times are UTC
- Delete cookies
- Contact us