Five Steps of an Effective Marketing Strategy
Marketing is all about introducing a brand, a concept, or a product to a specific audience in a way that captures and holds attention. Writing for Inkbot Design, Gordon (2017) describes five steps to connect with a target audience.
1. Identify the unique selling points of the brand. Neumeier (2007) suggests that finding a brand’s “zag”, or primary differentiation from competitors, is essential to stand out in a crowded marketplace.
2. Define the target audience by researching and developing target personas.
3. List the benefits of the service or product and how it addresses consumer needs.
4. Describe the positioning of the brand in the marketplace and how it compares to the competition.
5. Identify the advertising methods that are most appropriate for the message and target audience.
The Role of Advertising in Marketing
The terms “advertising” and “marketing” are often used interchangeably. However, there are important differences to consider. Advertising is just one piece of a marketing campaign. Gordon (2017) defines advertising as “the paid, non-personal distribution of a persuasive message with the purpose of promoting products or services to current or potential customers.” The advertising process includes ad placement, the frequent display of ads, and tracking ad results. An effective ad strategy involves using media that targets the primary audience and repeatedly exposes that target demographic to a persuasive message that keeps the featured brand visible.
Becoming a Better Motion Graphics Artist
Internet tutorials and readily available software have made it easy for just about anyone to create a motion graphic. However, simply learning the software is not enough. Good motion designers must learn the principles of animation and graphic design techniques (Korenman, 2017). They must understand visual storytelling as well as color theory, typography, and sound mixing. Motion graphics design is a complex art form that is constantly evolving, so great motion graphics artists must always be learning and growing.
References:
Felton, G. (2013). Advertising: Concept and Copy (Third). W.W. Norton.
Gordon, E. (2017). Marketing and Advertising Strategies. https://medium.com/inkbot-design/marketing-and-advertising-strategies-45242269f5ee
Korenman , J. (2017). 7 Motion Design Lessons Learned the Hard Way. https://blog.pond5.com/16164-7-motion-design-lessons-learned-the-hard-way/
Neumeier, M. (2007). ZAG: The Number-One Strategy of High-Performance Brands. AIGA.
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