search marketing

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Allocating Marketing Spend in Early Stage Startups

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Allocating Marketing Spend in Early Stage Startups

In this post, I outline 5 ways of effectively allocating budget to paid marketing channels to build awareness and nudge consumers along the purchase journey. Understanding your customer segment's decision journey is critical to the success of your product at any stage. The underlying idea in my approach is to -

  • Micro-target the most relevant AND resonant target audience.
  • Rank individual probability of conversion by understanding behavior towards decision making
  • Optimizing delivery of messaging and paid media to closely approximated in-market audience

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StartUP strategy: Should You Invest in Paid Social reach ?

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StartUP strategy: Should You Invest in Paid Social reach ?

I am often asked by new brands/companies on how to use ads on social media to boost their brand and/or why their ads are not creating a desired return. Both questions are answered by understanding digital media consumption patterns and how paid digital can create an impact. In this article, I discuss both, and, also, argue that given the nature of the beast, there are more efficient ways of brand building for new products/services, with limited marketing resources, than paid social media posts. I also outline 5 ways of effectively allocating budget to paid marketing channels to build awareness and nudge consumers along the purchase journey.

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