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The wish and hunger of anyone who runs an advert are to get maximum exposure. But the questions that still stand are,
How successful are often our adverts?
Are we able to evaluate our campaigns successes and failures?
Are we even using the MOST suitable media for our type of business?
In other to plan and execute successful media campaigns, one must fully understand the two primary factors that influence successful media campaigns which are reach and frequency.
Reach being the size of a particular target audience and frequency, on the other hand, being the number of times the audients are exposed to your advertisement within a given period. These are the factors on which our media landscape was built on, and so a better understanding of these will help in planning successful adverts.
Delivery relevant advertising message to consumers is nothing new but the changes in consumer behaviour which is what has driven advertising’s evolution since the dawn of the industry. To better understand reach and frequency lets first understand the new philosophy of marketing.
The conventional “4Ps of Marketing”: Product, Price, Place and Promotion, as first outlined by Philip Kotler is now what is known as the “4Cs”: Choice, Convenience, cross-device and Creative Sequencing. Knowing how this new marketing philosophy works will help you to identify, create and control your reach and frequency. In other to have successful campaigns, all these 4Cs must be met.
It is no longer ok to think that once I have a product and people are aware of it, they will come looking to buy. This is because your competitor next door will make it convenient and another competitor will make it easily accessible. The growth of competition and technology has made this possible.
And talking about technology, digital media is one that would concern us if we want to control reach and frequency which is our primary focus. We are living in the dawn of digital media, and this allows us to fully explore the dynamics of reach and frequency to our advantage, unlike traditional media where we can only make good estimates of who we are reaching and how often they see our ads.
Reach and Frequency in Digital Marketing
Knowing how to reach your audience and deciding the right level of frequency when planning your campaigns can help you achieve your objectives. Whatever your objectives may be, if you can control your frequency, there is a high likelihood that your campaign will yield the right kind of results. If you can make (Control) your advert to show a specific number of times to a particular location or people you can be assured that you will get positive results and digital media makes this possible.
“To explore how to plan for frequency on digital most effectively, Facebook Marketing Science led test research to help advertisers assess how to approach frequency planning on digital media.
The greatest favourable of online and mobile marketing is the way it can be much more targeted to your potential customers, so marketers now have the opportunity to be precise in reaching target market as well as mass scale to attain larger ones with digital and mobile platforms, like Facebook and Instagram.
Reach, and Frequency in Digital marketing gives you predictability and control over your advert delivery when reaching large audiences.
Facebook paid ads have long examined carefully by advertisers for not able to monitor frequency and accuracy on traffic estimate.
In 2014, Facebook introduced the new reach & frequency campaign type by allowing marketers to cap a number of times ads is seen by a user, the potential reach and the reach quality of each campaign and this has undoubtedly increased the successes of adverts without necessarily increasing spending.
Below are few metrics available on digital media:
1. Vanity metrics such as reach, frequency, likes, shares, etc.
2. Extreme target audience insights such as demographics (age, gender), geographic (mobile, country, city), and, importantly, psychographics (personality, lifestyle, groups)
3. Extreme success insights such as conversion rates, average order size, loyalty (which we can segregate by source, demographics, etc.)
4. Extreme source analytics such as the source of visits, source of conversions, movement through the website, etc.
5. Competitor analysis in much more in-depth
So which kind of marketing is better?
Well, I would recommend both. The fact is not all advertising campaigns work well with digital marketing.
In 2009 Bangor University conducted a study to differentiate the effect of paper and digital media. These are some of their key conclusion:
Material that is Physical is more “real” to the brain. This has a meaning and a place. It is better linked to memory space because it engages using the spatial memory groups.
Physical material involves more emotional processing, which is important for memory and brand associations.
Physical materials created a lot of brain responses connected with internal feelings, suggesting larger “internalisation” of the ads.
It seems to Me that a multi-channel approach that leverages the distinctive advantages of paper with the convenience and accessibility of digital media can perform best.
Moora Salam is a Digital Marketing consultant at Moosocialplus a digital marketing company specialize in generating customers and revenue to Small businesses. Also founder of Moora Themes a web development company specialize in developing wordpress,joomla, drupal themes.