Among the most important factor, we must understand that consumers are going about their daily lives enjoying what they love the most. Capturing their interest when they begin to show intent is where we need to play.
All digital marketing strategists have been asked the same questions over the years. “How do we get this product launch to be as effective as possible,” they ask. Some will point to using all the socials. After all, TikTok is where it’s at now!
Others will simply say it is blasting digital media to lookalikes of your file. There’s unlimited budget, so what does it matter anyway!
My usual favorite is those that look to their email marketing as a north star for success or failure when it comes to reaching people. By definition, email marketing means they are one step beyond overall awareness.
So what are the channels for a digital marketing ecosystem for driving awareness? Over the years, I’ve deployed varying tactics using higher level strategies.
The key to always come back to is if you are meeting your prospects in their context, with their need state, and with the benefits of your product or service.
Check out one of many bots I’ve put in place to help move from awareness to consideration.
Each of these ads targeted different intents, different audiences through different channels and devices via multiple sizes. But the core elements remain the same for what makes each ad perform the best. A short headline, strong visual and simple CTA can take an ad from a 0.20% CTR to well above 1%. This changes the game.
