Its relatively easy with all the tools and metrics available in today's marketing landscape to find yourself lost in the shuffle. Many marketers lose sight of their goals and find it hard to craft strategies that will actually produce results. Even experienced marketers resort to "wait and see" approaches when trying to jumpstart a campaign and then wonder why they are falling short.
Here is where the fundamentals of advertising and marketing come in: The 4 M’s, Motivation, Messaging, Media Mix, and Maximization. Constantly referring back to the 4 M’s through each stage of your campaign guarantees that you are doing the things necessary to minimize wasted costs and maximize success.
The first and most important M is Motivation; 90% of new products fail because they do not address the motivations of the customer. Your message is also crucial if you want to reach your target. The messaging you present must align with your customers’ motivation and reflect the true goals of your brand in a convincing way.
Media mix is critical to reaching your target audience and achieving your objectives. McDonald’s unveiled a new menu item and invested millions in an aggressive ad campaign to support it. After the campaign was concluded and the analysis conducted, it turned out that McDonald’ could have reached six million more potential consumers by spending the same amount of money yet allocating it differently in its media mix. A proper media mix insures cost efficiency and also targets your customers more directly.
Finally, Maximization is what turns a good campaign into a great campaign. Maximize your resources through smart allocation and measurement while not getting too bogged down on the in process actions. Remember that outcomes are what matter and every action should be directed at achieving your objective.
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