Often, topical current events used in a marketing campaign can be a great way to entice a targeted demographic. Not only does the audience immediately associate with the current event being highlighted, they also subconsciously associate the marketing strategy with something new; new ideas, new products and services, etc.

One of the main questions when using current events in a marketing strategy is: where do you draw the line when it comes to subject matter, and how can you avoid backlash and controversy from the intended audience?

There are a few rules of thumb when it comes to avoiding potentially sensitive topics.

• Avoid religion- regardless of the light in which religion is portrayed in a marketing strategy, it can polarize the target market and turn customers away. Just ask the people at Federici Ice Cream.
• Don’t mention politic unless the campaign is political in nature- This one might be harder to navigate than religion. Not only should you avoid favoring a political party or candidate in your strategy, but you should avoid directly aligning with any political platforms as well. People are often very passionate about their political affiliations, and the best way to turn a potential client away is to offend their sense of right and wrong.
• Try not to make light of death- People are sensitive about death, and taking it less than seriously is an easy way to turn off the target audience. For example, try to recall the Priceline commercial with William Shatner where he scales a hotel to find his daughter and a young man in a room. After a sly insinuation by the young man, Shatner tosses him out of the hotel to seemingly plummet to his death. The creators of that commercial knew they couldn’t leave the scene on that note, and ended the ad with a shot of the young man landing, alive and intact, in the hotel’s swimming pool. Without that shot, the ad might have been taken as gruesome and violent, but the shortest of clip of the young man landing in the water makes all the difference to the audience.

There are certainly more areas that should be considered off-limits when creating a marketing strategy and campaign, but they are more common sense than these. Avoid religion, politics, and death, and your marketing strategy will run much smoother and intrigue a larger target audience.

The goal of every marketing campaign is to be successful. In order to actually be as successful as you would like, there are a few factors that you will want to think about. This will help you to have the best results from your next marketing campaign.

Diversity- the Heart of the Marketing Campaign

No marketing campaign can be successful when there is only one method of advertising. You need to find different ways to reach out to your prospects. This could be in the form of landing pages, Facebook advertisements, direct mail and many other aspects. The more you do, the greater your audience will be.

Make Sure You Target Your Campaign

The worst thing you can do with a marketing campaign is make it too generic. While this may seem that it will make your product or service appealing to more people, it can actually be detrimental. Think about who your target market is. The more detailed you can make this, the easier it will be to not only create a targeted message but find the correct ways to reach them.

Continuity

You also want to make sure that all the different advertisements you are doing for your marketing campaign work together. It can throw off the consumer if seems like you have different calls to action. By creating something that is uniform throughout the entire campaign, you will find your return on investment is greater.

Know What Success Means to You

Before you can determine the success of your campaign, you need to know how you will measure this. It is different for each campaign. It could be capturing information for leads, it could be sales or it could even be increasing traffic to your website. This will allow you to properly gage the success.

Professionals are Your Friend

The best thing you can do if you want to get the most success is find a marketing professional to help you with the campaign. Make sure they are knowledgeable with your industry so you can get the best results.

Most business owners are not aware of the positive impact responsive web design can have on their business. The way customers are searching for products and services is changing. Consumers want a response to their questions, and answers to their problems. Modern technology such as the internet provides consumers with quick responses in record time.

Mobile technology is perhaps one of the quickest and most effective ways for businesses and consumers to communicate. Consumers can respond to emails, job requests, and conference calls regardless of where they are.

What Does This Mean for Business

This means that more and more customers are using the Internet to find what they want. These customers range in the category of business people, students, professionals and everyday housewives. Very few people are confined to a desktop computer. This is the age of technology.

Businesses Need to Invest in the Future of Their Business

There is “Office on the Go” which is what many people are using to keep in touch with their jobs and to keep an eye on their competitors. Nearly every mobile device being introduced to the market today, offers some type of responsive web design software. Consumers are able to make purchases, pay bills, and schedule their next dental appointment, from their mobile devices.

Responsive web designs allow consumers the freedom to search the website, request assistance and ask questions. Open communication is the key for businesses that rely on customer responses. This means that customers can enter a website from any mobile device and use any screen size. Businesses that are not using responsive web designs are losing out on customers, sales and profits.

Knowing who is visiting your business website, where they are coming from and what demographic they fit in can all prove extremely valuable for your company. With this sort of information, you can alter your online marketing campaign, push certain products and adjust how you reach your customers. These sorts of features are all possible through the assistance of Google Analytics.

Google Analytics provides you with an in depth analysis of your website’s performance. Throughout the day, you have visitors coming from all corners of the globe. You need to how these visitors came about your website. They might have arrived through the use of a search engine, social media links, typing your site’s URL directly into the Internet browser or through some other location. Knowing where individuals originate from allows you to change how you market. If you see the majority of your visitors come from a Facebook link, you can pump more of your marketing budget into Facebook and increase your exposure. You can also see what keywords visitors type in to find your website through search engines and make the necessary adjustments as well.

With the assistance of Google Analytics, you can directly monitor just about every little element associated with your website. Knowing how your website is performing, how your advertisements are performing and if you need to place your marketing budget in a different area of the net are all going to help increase the number of visitors you receive. You just need to make sure and take advantage of the analysis you receive from Google. Far too many businesses fail to look over this information and adjust their website accordingly, but this knowledge, from what keywords work to visitor origins, can improve your website’s production.