Joint mistakes of media agencies and brand managers
Posted: Sun Feb 02, 2025 5:45 am
• the placement discount that the agency shares with the client is often more important to the client than the affinity and even than the possible effectiveness of a particular site.
To sum up the mistakes of brand managers, we can say the following:
for a large part of media advertising campaigns, their inefficiency is already laid down at the planning stage. The budget is determined not by what goal needs to be achieved and how many visitors of what segment are needed for this, but by the allocated budget. The media plan is drawn up "free of charge by media agency specialists on the principle of affinity" without conducting research into audience preferences.
3.
This list of errors can most often be attributed to joint errors of the customer of media advertising and the media agency.
The most common ones are:
• there is no message (this also happens when there is an Internet marketing strategy) that needs to be conveyed to the target audience, or the message is chosen at the discretion of the media agency;
• media greed – the brand manager’s desire to turn a banner into a website, to tell about the advantages, characteristics, prices and terms of purchase leads to the banner ceasing to attract the audience at all;
• landing pages on the site are not prepared to receive visitors from the media advertising campaign;
• there is no call to action in banners and advertising materials,
• advertising materials are not marked with analytics tags t paraguay consumer email list o track their effectiveness;
• the analysis of “effectiveness” is carried out using parameters that do not shed light on the essence of effectiveness; end-to-end and post-click analytics of the advertising campaign are not carried out; the budget is not redistributed to more effective channels and ineffective ones are not cut off.
At the same time, if the customer sells, for example, sportswear, the brand manager can hardly answer the question of how exactly the parameters for evaluating the advertising campaign provided by the agency will help the main goal of the business - selling clothing.
4. Mistakes of the customer business that continues to pay for ineffective advertising campaigns
Unfortunately, while often criticizing media agencies and brand managers, they forget to criticize the customer’s business itself, which allowed advertising budgets to be spent ineffectively.
But today we will not ignore him.
To sum up the mistakes of brand managers, we can say the following:
for a large part of media advertising campaigns, their inefficiency is already laid down at the planning stage. The budget is determined not by what goal needs to be achieved and how many visitors of what segment are needed for this, but by the allocated budget. The media plan is drawn up "free of charge by media agency specialists on the principle of affinity" without conducting research into audience preferences.
3.
This list of errors can most often be attributed to joint errors of the customer of media advertising and the media agency.
The most common ones are:
• there is no message (this also happens when there is an Internet marketing strategy) that needs to be conveyed to the target audience, or the message is chosen at the discretion of the media agency;
• media greed – the brand manager’s desire to turn a banner into a website, to tell about the advantages, characteristics, prices and terms of purchase leads to the banner ceasing to attract the audience at all;
• landing pages on the site are not prepared to receive visitors from the media advertising campaign;
• there is no call to action in banners and advertising materials,
• advertising materials are not marked with analytics tags t paraguay consumer email list o track their effectiveness;
• the analysis of “effectiveness” is carried out using parameters that do not shed light on the essence of effectiveness; end-to-end and post-click analytics of the advertising campaign are not carried out; the budget is not redistributed to more effective channels and ineffective ones are not cut off.
At the same time, if the customer sells, for example, sportswear, the brand manager can hardly answer the question of how exactly the parameters for evaluating the advertising campaign provided by the agency will help the main goal of the business - selling clothing.
4. Mistakes of the customer business that continues to pay for ineffective advertising campaigns
Unfortunately, while often criticizing media agencies and brand managers, they forget to criticize the customer’s business itself, which allowed advertising budgets to be spent ineffectively.
But today we will not ignore him.