Determining the Right Communication Strategies for your Brand

FACT: Not all advertising strategies are created equal. This may be a generation where digital marketing prevails but that does not mean that it will work with your brand, too. While each has its own list of strengths and weaknesses, it is important to determine first which among the communication channels fits your product and marketing objective and achieve the perfect branding for your brand.

So how do you determine the right strategy for your brand? We give you the following guidelines to help you decide the right mix for your product:

  1. Identify the reasons

List down the objectives for the campaign. Do you wish to inform, promote, sell? Defining the reasons behind the decision to launch a campaign is beneficial in determining the right channels to use.

  1. Who is your target audience?

It is important to determine who your intended audience are, what they do and why they do it. Your messaging and communication strategy will depend on the behavior and profile of your target audience. Do note that message channels fit the needs and practice of the people who are using it.

Infographic for Market Segmentation. From agencysparks.com

  1. Know the right mix

You decide to use communication strategies because (1) you want to inform people about your brand; and (2) you want to influence them to choose your brand over the others. Most of the time, one channel is not enough to achieve the desired outcome of influencing the people regarding your brand. It is always ideal to do a mixed channel strategy to ensure that you are able to meet your goal. Of course, the mix will be determined by your target audience.

Guide for Channel Selection. From cebglobal.com

  1. Experiment and Measure

Get to use various channels and see which works best. For digital strategies, there are analytics available to help you measure the success of the channel used for the campaign. You can also compare the sales per month as one of the success measures. Always provide ample time per strategy execution.


  1. Determine your resources

How much budget do you wish to spend for the campaign? Look for channels that will justify the expenditure. Remember, there is nothing wrong with spending more or less for a campaign. But not too much.












Making Email Marketing More Effective


Advertising and marketing, we can admit, have become trickier these days with tight competition among various brands and industries.  Getting the attention of your target audience is not easy as it was before, strategies must be upgraded and execution must be done right to capture the interest of the market.

The same scenario is also seen in email marketing. Many individuals hate that their email accounts receive too many messages from various companies and brands, which results to either getting those emails deleted without being opened or simply unsubscribing from them. These are what make successful email marketing a challenge these days.

So how do you ensure that your email messages are catchy and powerful enough to skip that delete or unsubscribe button? We give you these helpful tips to aid you in effectively managing this strategy:

  1. Define your purpose  In any strategies that a company will use to market their brand, it always starts with determining the WHY of the campaign. Do you want to inform, promote or sell? The purpose allows you as a strategist to come up with a clear message that you want your recipients to learn from you.
  1. Do not mislead – There are some email messages that have a catchy subject but with a totally different message inside. This usually results to recipients getting annoyed since their expectations from the subject head are not met by your email content. If you want to ensure that your potential clients will not click the delete button when seeing your emails, or worse, unsubscribe from your mailing list, do not mislead them.
  1. Know your target audience  Who are the recipients of your emails? It is important to define your audience’s demographics and psychographics so you can easily craft a message that fits their needs and expectations. As John Rapton from Forbes.com said, being empathetic about the needs and concerns of your target audience is the quickest way to create meaningful email content and campaigns that will be both valuable to you and your customers.

  1. Ensure clear yet catchy messaging  As mentioned, never go astray your original intent. But, being clear does not mean you can’t be creative. Remember, you have to make them click on the subject line first. In creating catchy email subjects, various ways are available for you to use. You can either be straightforward, emotionally – appealing, or something that will make them think. Just make sure it is aligned to your objective and fits your target audience.
  1. Always include a Call to Action Call to action is one of the most important parts of email marketing, for this is designed to grab the recipients’ attention and encourage action from them. Messages like “Click this to know more” or “Claim your free item here” does not just make people click on it but it also let them know that there is more to your email message.

Sample Email Message. Photo from campaignmonitor.com

  1. Run some tests first – Get to know what the sample size of your recipients will think and do with your messaging by running test messages. Check the stats and see how they respond to it before sending it out to a bigger audience.
  1. Evaluate and Measure the Success Make sure to set evaluation and success measures to know how your message went. Compare the statistics – for example, how many opened the email from month 1 to month 2; or how many clicked the click to action button from month 1 to month 2. This can tell if you are doing the email marketing right or if not, can provide you an insight that there is something that you need to change or do to ensure high success rate in the next months.












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With social media present now, email marketing has been considered as an old-fashioned way to market a brand. But, if used properly, email marketing can bring your brand the right exposure that it needs. But first, what is email marketing and how does it work?



Email marketing is a form of advertising that aims to send commercial messages via email to specific audience. This form of marketing is organized and targeted which aims to build strong customer relations, loyalty and brand awareness. Marketers usually create and design their email message and distribute it online by using email marketing service. Such message includes promotions, surveys, information about the brand among others.


Email marketing has been used by many businesses as a form of advertising. With the competition brewing up, some email marketers find it hard to keep their customers interested with the messages that they’ve been receiving. This often results to losing subscribers and less positive response about the brand. It is now a challenge to make an email message enticing and informative to establish good relationship with the customers.


 The question now is this: why should you use email marketing to advertise your brand? Here are some of the advantages and benefits of this platform:


  1. Email Marketing has the ability to reach a diverse yet targeted audience. Email marketing relies on internet, which poses the fact that there is no need for you to drive to postal offices or reach them by heading to their homes. All you need is the email addresses of your clients and you can simply send them the messages you wanted them to receive.


  1. Email Marketing does not demand too much of your time. All you need to do is craft your message, design how it looks, set up the address book and hit send. No more printing, folding and sealing an envelope.


  1. Email Marketing provides Real-Time and Personalized Message. You can be assured that your message will arrive on the day and time you have chosen for them to receive the message. What’s more, you can have it programmed and personalized, such as sending your customers with birthday greetings or other message that is tailored only for them. After all, email marketing is meant to build good and lasting relationships with your audience.


  1. Email Marketing reduces overhead costs. Doing email marketing does not require you to have a ton of employees. This can be done easily with only few people by utilizing email marketing services now available online. That, and the fact that sending multiple messages will be cheaper than postal mail.


  1. Email Marketing generates immediate response and provides access to potential customers. The purpose of marketing is, ultimately, to drive sales. With email marketing, potential customers can be found easily and can help you grow your contact list. Plus, since this is done online, it is easier to track if your efforts are successful through immediate response from the audience as well as through usage of analytics made available by email marketing services.


  1. Email Marketing help save the environment. Email means less paper, less ink and less effort. This means you help save trees and reduce which, in return, save the environment.










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