Knowing What You Need Is Not As Easy As UNDERSTANDING What You Need
So ask an Expert
Once a client’s decision to undertake an advertising campaign has been made, it is time for them to decide whom to use to create, manage, and implement the final product. When clients first come to Noble Digital, often they are under the impression that we are merely a video production agency. Nothing could be further from the truth. We are a highly specialized creative agency with a team of experts that are at the intersection of technology, big data management, and, of course, video production. This includes solutions from amplifying earned media, boosting owned media and of course paid media, the most targeted and scalable solution.
All too often, companies believe what they need is a highly customized solution, not a copy of an existing campaign, tailored to fit their marketing plan. How a message resonates is everything when you only have a short period of time to convince a market with an emotional appeal that your product is the one that is needed, wanted, and demanded. This is done many ways, but for small to mid-sized organizations, the piece they often miss is the ability to adjust a campaign, mid-campaign, as needed, and based on real-time data.
In the words of Mark Twain, on of the most famous authors of our time, “many a small thing has been made large by the right kind of advertising.” How then, do we determine what the right kind of advertising is? That is literally the million-dollar question. For those of you that don’t already know this, it does not cost a million dollars-per-campaign to get this information nowadays.
With the advent of better technology coming with a smaller price tag and agencies that operate on a leaner playing field, it is realistic for small to mid-sized organizations to expect to pay less than one-tenth of what large organizations pay for their digital advertising creation, analysis, and placement. Dashboards and other related technologies enable agencies like Noble Digital to present real time analytics to clients as creative messages (videos, articles, etc) are being tested.
Understanding the personas of your target market is critical to the success of any campaign. How, then, do we do this? There are market analytics that effective agencies run so that, when finalized, a commercial is a home run and not a drain on your budgetary economy. Efficient, cost-effective digital productions communicate to the audience in a manner they can relate to. In other words, as William Butler Yeats once said, “think like a wise man but communicate in the language of the people.”
While marketing executives and marketing committees are great at making key decisions like who to hire, etc., they are not experts in everything. Would you hire a general practicioner to give you heart surgery? The similarity is here: both went to medical school and are highly trained medical professionals; however, they are trained in different fields of medicine. The same rings true for utilizing an advertising agency, especially when you are a small to mid-sized organization challenged with smaller budgets and less time to make an impact on your market. You know you need an agency, but you don’t always understand what you need that agency to do, as in the nuts and bolts of the project.
This is commonplace amongst marketing and communications professionals and until educated, many clients do not understand, by no fault of their own, what they really need in a campaign. So knowing what you need is not always as easy as understanding what you need. Numbers are nice to have but real-time analytics sampling from your target market have more impact on your decision-making. As an expert in understanding the technology and the human side of advertising, I can tell you that the knowledge we ascertain from the analytics is the difference, in most cases, between a good campaign and a highly successful one. So, the next time you are looking for an expert to create, manage, and implement a campaign for you, I cannot encourage you enough to “look under the hood” and see just how much they understand about your message, your needs, and your campaign’s potential success.