How to Get More Bang for Your Marketing Buck Part 2: Consumer Habits & Touchpoints
Hopefully, you read part 1 of this series and understand that we are all marketers. Next, we need to understand our consumer, their habits and how to create touchpoints.
Before the digital age, a marketers jobs was much simpler. There were less:
- Communication channels
- Noise
- Competition
Technology has changed everything! We’re bombarded with information 24/7 (or as long as our waking hours) across so many channels.
We’re “always on” but our attention span as a race is shorter than ever: a study by Microsoft Corp shows that the average human loses attention after 8 seconds!
Many people starting out with a brand or company to promote think they will place an ad (yep, that’s one ad) and see instant results.
Or that one piece of PR will bring home the bacon.
The truth is, on the whole. consumers don’t buy after the first or second interaction with a brand or product, but more like the 7th time.
But knowing where to focus your budget creating these touchpoints is a mystery to many, and in almost every instance there is no right answer. However, with planning and forethought you can map out where you are going to reach your target consumers, and how much it is going to cost.
Always think first about who your consumer is. Age, sex, location. Then, you can start to map out your marketing activity. Want to know how to get the most out of each platform? Read on! In Part 3, we look at Print Advertising.