What counter balances the cost to develop and run these campaigns is the speed with which you begin to see a return. This return is also easily measured, especially if the campaign was well thought out and well received. But how do we make sure that our campaigns will align the most precisely with the audience that we are targeting?
It used to be that thousands of dollars were spent on market research into what our target audience wants to see in a product or service, to produce a rapport amongst consumers. Campaigns were often run with the sole goal of increasing the customer’s trust in the brand being promoted.