Previously I touched on the general overview of setting up marketing campaigns. Today I would like to follow up with more of the the specifics.

1. There are always exceptions to the marketing rules for different age groups and subgroups. Remember you are trying to access the greatest number of potential customers with your campaign and stay within your budget at the same time. Go with the broadest platforms that will contact your potential customer groups. Look for statistical surveys that breakdown who accesses which platforms. A good recent article in Mature Marketing Matters – Blog by Creating Results, LLC entitled US Social Network Users by Age Group – New Statistics from Pew, February 19th, 2013, posted by Erin Read, does just that.

2. Always make sure data on platform usage is from a reliable source and is current. Survey results are only as good as the data used.

3. You’re never going to get a hold of 100% of your potential customers, but that is always your goal. Always look for new ways to get in touch with your potential customers.

4. Always be open for change. Now more than ever the way in which people access information is quickly changing. Desktop and laptop computers are being replaced by smart phones and ipads. Check the Google analytics on your company website on a regular basis to see what devices people are using to access your site. This will help you determine the best way to get in touch with the greatest number of potential customers.

5. Make sure your message is sent using scalable, adjustable, user friendly platforms that provide the greatest impact for the greatest number of people no matter what device they use to access the marketing information. Always test your marketing pieces using different devices and different browsers.

Next Up – Other Marketing Platforms