Do you have a small budget for your AD campaign. Do not worry...

When you have a small budget, it is important that you become creative and find creative ways to overcome your present challenges.

Be creative

Steps to operating small budget marketing and advertising campaigns:

Step one: Begin by defining your marketing and adverting goals, objectives and success.

Step two: List down all scheduled marketing and adverting campaigns.

Step three: Effectively and efficiently organize all marketing and adverting campaigns. Have a time and calendar of events. Who are the team members? What are the resources required?

Step four: Effectively communicate the goals of the marketing and adverting campaigns to all relevant members, team leaders and departments.

Step five: Understand and segment your audience.

Step six: Constantly measure the ROI for all the marketing and adverting campaigns.

Step seven: Improve on the quality of work and ROI.

Market segmentation is the process where a large customer group is put into small groups depending on predetermined classifications. Digital marketing platforms allow businesses to target specific market segments such as ladies only, men only, teachers only, construction workers only. You will need to collect very specific and accurate information on customers in each of your market segments. Invest most of your time and resources on technical and analytical skills required to do this.

Your customers can be segmented into four broad categories:

Geographically - place of work and place of residence.

Behavioral – that is the frequency of engagement, number of purchase, frequency of purchase and preferred communication channels.

Demography – that includes age, gender, family sizes, race and ethnicity.

Personal attributes – refers to customer lifestyle and interest.

Now you have no reason to worry.

Cheers,

Peter Kirimi Mburugu.

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