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Brand equity is the goal of every marketer for their clients. Brand equity refers to the premium value that consumers assign to a product or a service simply because the product/service carries a recognizable name. Consumers do not assign such premium value to a similar generic product or an unknown…
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All brands want to attract new customers and retain long-term customers. Both are laudable goals that require customers to discriminate among offered products and to exhibit customer loyalty. When done correctly, cause marketing can result in a major boost to profitability as well as brand loyalty. A relatively recent innovation…
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Take a moment to think about the countless media messages that an average person receives in a single day. Those media messages come from a multitude of sources: TV, Radio, OTT, social media, text messages, and just plain old browsing the internet. Media messages bombard our target audience members every…
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A consumer’s journey today starts with an awareness of a personal need, then moves on to the consideration of available options, and finally culminates in the consumer’s decision to buy. Not so long ago, sellers stimulated the traditional consumer journey through a combination of marketing techniques that included television, billboards,…
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While traditional marketing continues to thrive, new technology is expanding the realm of what is possible. The tactic of combining traditional and digital marketing channels has seen a renaissance. A large part of that is due to innovations such as OTT.
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If your business decides to run a radio advertising campaign, dozens of potential metrics exist that you can follow to help guide the process. The primary question that your business needs to answer is whether it gets a positive or a negative Return on an Ad Spend (ROAS). The answer…
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