Marketo-DG2DA
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PART II: DIGITAL AD STRATEGY<br />
DEVELOPING YOUR<br />
ADVERTISING FOUNDATION<br />
Whether you’re working in a B2B or B2C company, before you move forward with developing and<br />
placing digital ads, you must first come up with a viable ad strategy.<br />
According to Demand Media, an ad<br />
strategy is the blueprint of how you<br />
sell your product or service to<br />
consumers. But, since your<br />
company likely has multiple<br />
products and audiences, you might<br />
have multiple ad strategies.<br />
But don’t fret if that sounds like a lot<br />
of work! Most ad strategies follow a<br />
handful of common guidelines that<br />
we’ll cover in the following sections.<br />
Determine the State of<br />
the Market<br />
Before you set out on your<br />
advertising journey, take a close<br />
look at your current market.<br />
Ask yourself:<br />
• Who is most likely to purchase<br />
your product?<br />
• How much of that market is<br />
interested in your product?<br />
• Are there other companies<br />
selling similar products?<br />
• What do your competitors’<br />
advertising strategies look like?<br />
In this step it’s also important to<br />
consider the current economic<br />
climate and understand its impact<br />
on your business—not all<br />
businesses or products are<br />
recession-proof. Make sure to<br />
investigate the history and the<br />
major trends in the market that<br />
surround your product or service,<br />
as well as the correlating risks<br />
and opportunities.<br />
Finally, do a full review of what the<br />
future predictions are for your<br />
product or service in the<br />
marketplace. Depending on the<br />
state of the market, you could<br />
choose to go in a completely<br />
different direction with your ad<br />
strategy—or even nix advertising of<br />
the product or service altogether<br />
until conditions improve.<br />
By having an overview of your<br />
marketing state—buyer profiles,<br />
economic climate, trends, and<br />
risks, you are in a much better<br />
place to create an ad strategy that<br />
reflects these elements and is<br />
positioned to succeed.<br />
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