After setting your first broad strategy, start thinking about tactics to accomplish that strategy.
Tactics involve these tools: ad design, media design, art, motion and still images, media, colors and sound. Used together with a strategically targeted and irresistible message, all these comprise a strategy. They are all working toward the same goal: getting to people to spend money and/or engage.
From this point on we're going to look at those elements.
The first thing
The ONLY way to do that with an internet based audience is with your media placed on web platforms where lots of people congregate. (Yes, there are other physical ways to influence a market including signage, interior design, direct mail, legacy media, booth fairs, vehicle wraps, etc. I have a separate page on those in the visual assets page coming up. However, none of those ways have the exact reach, flexibility and cost appeal of digital platforms.)
Further, though there are many tactics from which to choose, only one will work best for you considering your target markets (demographics), locations and when you deploy your tactics. A few others will work well. You don't know which will work well until you start to compare the results. Current platforms let you go deep into your messaging and markets to see what works best.
This is a large topic covering many areas so relax. Hey, just go with me.
Let's get the basics out of the way first. What is your first consideration in driving a tactic? Clue: it doesn't matter what it looks like, its colors, sex appeal or design.
Ans: It is your irresistible offer up front in plain writing. This is the first principle of advertising. If people don't like your offer, it don't matter, baby. That's why you always see (or don't see) comfort inducers, pain eliminators, problem solvers and discounts in ads. Such are irresistible and you should not be doing any ad without including at least one in the road to the buyer's conversion.
Now, where do you show your irresistible offer to your target markets?
Let's talk digital advertising platforms. There are many but the two largest right now are Google Advertising and Facebook with their subsidiaries.
Ben "BenQQ" Harrison www.mymarketpopups.com www.benjharrison.net
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