There used to be two guaranteed things in life: death and taxes. I’d like to propose a third eventuality: evolution. I don’t mean what comes next in that Darwinian drawing (though I feel like it’s a pudgier version of a Terminator with two giant thumbs instead of fingers), I mean the evolution of the way people discover new information.

Advertising and marketing have become so entrenched with our daily routines that they’ve become accepted as part of: scrolling through social media, watching a video online, visiting a website, looking at a bus driving by, reading a newspaper, etc.

Every company is spending money trying to fight for those milliseconds of attention a user may give. It’s projected that, for the first time, online ad sales will surpass television spending by grossing over $77 billion dollars in the US alone in 2017.  (Read that article here)

With all of that money being spent online, how can you make sure that the work you’re putting into your marketing will be noticed?

The short answer? Look before you leap. Knowing the wind up, the pitch AND the follow through are vital in crafting a successful ad campaign.

Know Your Customers (The Wind Up)

Do some work on segmenting your audience. Figure out who you’re trying to reach, and whether your marketing is aimed at those people.  Online ads are able to be hyper-targeted, so the more fine-tuned you can make those segments, the more successful you’ll be.

It’s easy to market by intuition, but doing some research and having facts to back up those feelings will help you Brand on Purpose (Shameless aasman plug? Check!)

Know Your Touch Points (The Pitch)

Being able to map out all of the different ways a customer may interact with your brand will help you get a better understanding of where you will be able to have your voice heard in the best way possible.

You may think that people who need your service will know to walk through your doors and ask for it, but chances are that the average consumer will look online for recommendations before even thinking of you. In general, people are pretty well informed by the time they walk through your door, so your sales tactics should reflect that understanding.

Know What You’ll Do AFTER The Sale (The Follow Through)

The customer’s journey doesn’t end at the sale in 2017. In a world of reviews and social media, if your customers feel let down by your product or service at any point before, during or after the sale, they’ll tell you (and their friends, and their friends’ friends).

People want to connect with a brand, and you need to figure out the best way that your company can keep that relationship alive.

You may be unique, but if you aren’t constantly striving to be excellent – you’ll end up striking out.


1 comment


by W. (Bill) Stanzeleit

nice analogy.  I’d add ” accept or reject the signal from the catcher”.  Before you through the ball ... you and the rest of the team should know what you are throwing.


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