From the course: Building an Integrated Online Marketing Plan
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Understanding messaging and objectives
From the course: Building an Integrated Online Marketing Plan
Understanding messaging and objectives
- [Instructor] A common approach by marketers is to use every channel at their disposal, especially the bright new, shiny ones because they're the most popular, right? Wrong. Each channel and its corresponding tactic have a place in the marketing mix. Let's start with your stated objective. What do you want to achieve? More sales? More leads? Are you trying to reach buyers in a specific stage of the customer lifecycle? For example, the AIDA model, awareness, interest, decision, action. After this, target your audience based on their needs at that stage, then define your primary goal and measurement of the campaign. An amount or increase of sales or leads, a better return on investment, a better target on cost per lead. Set your goals first. Then we evaluate the right tools, the right tactics for the right job. Here's an example. If I am attempting to acquire new customers, then organic and paid search should be…
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