The Importance of Advertising Research
The Heart of Advertising
The importance of primary & secondary research is expected to grow with the increase in consumer privacy concerns. Brands will need to understand the entire industry landscape to accomplish the best campaign results.
Understand Your Potential Consumers
Brands must perform consumer research to learn the problem their potential consumers are facing. The research will help Brands discover potential solutions to consumer problems. Based on their findings, brands should look to update aspects of the 4 Ps of marketing, their campaign messaging, and so much more.
There’s typically a cost associated with consumer research which is why brands and agencies tend to focus on platform optimizations instead. Brands that do not learn about their potential consumer needs may still succeed. However, it may result in paying more for consumers in the short term and may not result in brand loyalty over time.
Learn How Consumers Feel About Your Brand
Brands need to understand their potential consumers because it shows their current positioning and what they need to do to achieve their goals. There are 5 key areas a brand should focus on when they learn about their potential consumer. Based on the findings, brands are able to identify any issues and areas of improvement with their current positioning. Brands should constantly monitor the key areas to identify if the advertising is successful or needs to be updated.
Prepare Your Brand For Combat
Each product or service has a unique competitive landscape. Agencies need to perform extensive research to truly understand a brand’s 2 direct and indirect competitors. Most industries have multiple brands but offering the same product or service doesn’t always make that brand your competition. Each brand has its own differentiators that aim to set their product or service apart from the competition. It’s important that brands align their competitive efforts with competitors that have similar differentiators. This will ensure that your brand is competing with products and services competing for the same consumers.
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High-Quality Advertising
High-quality campaigns must go through extensive research, create plans & creative strategies, and prioritize business metrics over media metrics. Signs of proper advertising come from sales, product R&D, and consumers.
Cost-Effective Advertising
Plan development should take 1-3 months, not a few weeks. Businesses that invest in advertising planning will experience an improvement in short and long-term CPA, client growth, and build loyalty.
Pay-Per-Click Channels
The pay-per-click model charges brands when a user clicks on an ad. Pay-Per-Click channels fall into one of two buckets. Learn about media/behavior-focused channels and business-focused channels.
Advertising for Small Businesses
All businesses need to invest in advertising. Ad research & data can impact the 4 Ps of Marketing. Additionally, it allows brands to understand consumer behavior and needs.
The 4 Ps of Marketing
The 4 Ps stand for Product, Place, Price, & Promotion. Each P has the ability to alter the product or service. Click the link to learn more!
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Advertising Support
The client-advertiser relationship is more than a partnership. Advertisers must provide attention to detail, respect behind closed doors, and honesty.
5 Stages of the Consumer Journey
The 5 stages of the consumer journey are awareness, consideration, engagement, conversion, and loyalty. Campaigns should focus on 1 stage at a time. All of the business efforts should tie back to the current stage. Brands get the best performance with this approach.
Pay-Per-Click Channels
The pay-per-click model charges brands when a user clicks on an ad. Pay-Per-Click channels fall into one of two buckets. Learn about media/behavior-focused channels and business-focused channels.
Business Goal Creation
Every business should have 1, 3, 6 Month, 1, 2, 5, & 10 Year Goals. Business goals ensure marketing efforts are effective and encourage growth. Companies should use the S.M.A.R.T Goal technique to create comprehensive business goals.
Advertising Cost
Golden Griffin strives to make advertising accessible for every company. Startups and Established brands need advertising to create sales and grow.
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Paid Media
Paid media allows brands to expand their reach beyond the capabilities of earned and owned media. The media type includes paid search, social, display, ooh, guerrilla, print, TV & radio. Click on the link to learn more about the media channels, creative, and main call to actions.
Earned Media
Earned media is extremely effective. Consumers tend to listen to their friends or family over an ad or brand. The media type includes word of mouth, social media, online reviews, media coverage, & organic search. Click the link to discover more about the earned types and their benefits.
Owned Media
Owned media is a powerful tool all brands can utilize. The media type includes a brand's website, social media channels, app, blogs, articles, speeches, sub-brands, company office, & employees. Click the link below to learn more about owned media and how it can help your brand.
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