Digital marketer who has worked in the pharmaceutical, automotive, FMCG, food and beverage, and healthcare industries on content, sales, and strategic planning. Laszlo has worked for Yehey!, Rappler, and Havas Media Ortega, where he managed Globe Business and Globe’s digital consumer portfolio projects. He is now a co-Managing Partner of Invictus Philippines with Kankan Ramos, another digital marketing expert with a focus on social media marketing.
The conversation covered a wide range of subjects, including audience segmentation, buyer persona selection, messaging testing, budgeting, and placement.
Here’s a quick rundown of what happened.
Audience Segmentation
According to Lim, the most important initial step is to profile your advertising audiences; this is the data you’ll use to create buyer personas.
An audience matrix (also known as an audience identification matrix) is a useful tool for determining who these audiences are and developing messages specifically for them. Information such as their common behaviors, likes and interests, lifestyle, and even the platforms and devices they utilize may be included in the audience matrix.
Here are some questions to ask yourself when you construct this matrix:
How is one audience different from the other, aside from basic demographics?
Does it appear that one or more identities exist for each audience segment? Is the identity a mother and a corporate executive, for example, or a businessman and a “superhero”?
What are they doing with the product or service you provide?
After you’ve categorized your audiences and determined your target buyer personas, the next stage is to “figure out how we’d communicate with them, and how we’d peak their interest,” as Lim puts it.
Increasing Audience Reach Through Audience Testing
Stridec works with a lot of organizations that are well-established and have well-defined buyer personas, according to Bernard. “These are brands that are so proficient at recognising their clients that they would recognise them if they ran into them on the street.”
“And yet,” he continued, “we have clients who use a cast-a-wide-net communications strategy.” “What should inspire a company to take this more seriously?” he wondered.
“If you’re a fresh brand, casting a wide net is beneficial,” Lim explains. While a product may have been designed for a certain demographic, this does not prevent firms from experimenting with new consumers.
For instance, one may run three separate commercials and test alternative messages stressing a brand’s value proposition and distinctive features, then determine which ones pique the interest of the target demographic. And, based on campaign data, these messages may be instantly tweaked.
“That’s one of the advantages of digital.” “You have the power to deliver these messages the way you want,” Lim explains.
“Maybe you should verify your theory first before breaking the bank,” he recommends, rather than spending millions on casting a larger net.
This portion of the paid media campaign development process is “extremely iterative,” and it is an important part of the campaign development process. “You have to keep improving what you’re doing… “You have to learn from your mistakes in the past,” Lim continues.
San Juan wanted to know what medium-sized businesses that manage their own PPC campaigns can do to compete with big businesses.
“Communications play a big role here,” Lim explains. The key to crafting tailored messages for the brand’s multiple personas is to identify consumption or need possibilities. “Having that individualized approach will allow you to access the space that the ‘giants’ are currently occupying,” he continues.
Creating a Budget for Your Paid Media Campaign
Bernard San, the webinar host, asked Lim one of the most difficult questions regarding operating paid advertising campaigns: how much of a budget should be set aside.
“I toss back the question; I try to invert it,” Lim replied. What are your goals for [your campaign]? “What is your key performance indicator?”
That’s the amount, he argues, if you know how much you want to spend to obtain 10,000 engagements or sign-ups. “Rather of looking at a budget first, think about what you’re attempting to accomplish.”
So, how about spreading a restricted campaign budget across multiple platforms? Lim responds, “It’s about where your clients are most active, and likely where they’ll be most open to a particular type of message.”
Examine the data forecasts from the tools you’re utilising for assistance. Thin budgets across several platforms, according to Lim, may not provide ideal saturation levels. “On these four platforms, I may just be getting’repeats,” he explains.
“If it appears that I don’t want to go on four platforms,” Lim says, “maybe I’ll focus on two.”
Channel Positioning And Messaging
The final sections of the DX conversation were on message delivery and which platforms should be prioritized.
“We have such a showbiz culture in this country.” When people work in the media, they need a celebrity endorsement, according to San Juan. “However, when it comes to Facebook and digital, you’ll find that the smaller influencers provide more bang for your cash.”
Niche influencers have a closer bond with their fans. “They are more aware of their audience and who they are than the larger celebs.”
Lim concurred. To aid with ubiquity, “you leverage the celebrity endorser to provide the hero message,” adds Lim.
Micro influencers are vital because they develop their relationships with their followers and take satisfaction in assisting a brand in moving forward – especially if they believe in it, according to him.
And when it comes to ad placement, the top options are obvious.
“Facebook is now indispensable in terms of advertising. It is the most popular platform among Filipinos,” Lim adds.
Other features on the ecommerce can also be used.
Meanwhile, users who are ready to “take action” can benefit from Google Ads’ search-based adverts.
You may need to look at other aspects of your specialist groups or segments to help you decide on your placement approach. Food delivery and home improvement, for example, do well on Instagram, according to Lim.
Some firms are now considering brand exposure strategies involving Tiktok, which has a 50 percent penetration rate in the Philippines. “I’m sure businesses are already considering how they can get into Tiktok for a specific target,” Lim says.
According to him, it’s also a question of whether a brand is a good fit for the platform – and whether it’s relatable on these channels.
Watch the replay of Stridec Season 6 on Paid Digital Essentials to discover more. You may also learn more about previous and upcoming Stridec webinars by visiting this page.