ASTRA AGENCY

Providing innovative marketing solutions for the top brands in nightlife/hospitality,

cannabis, live entertainment and more.

SOLUTIONS

In an ever-changing technological environment, the implementation of cutting edge marketing strategies is more important now than ever. Each year, the amount of time the average American spends on their mobile device increases, while the amount of time spent on other media outlets such as TV or Radio drastically decreases. With these changes in consumer behavior, businesses must be able to adapt and redirect their marketing efforts to platforms where their consumers are dedicating most of their attention. Digital marketing has revolutionized the way businesses and their consumers interact, allowing companies to build brand equity and develop intimate relationships with their target audiences by identifying their interests and speaking directly to them.

Target

Perhaps the most vital aspect of successfully marketing a product or service is understanding who you are marketing to, this is your target audience. By analyzing data on your consumer demographics, extremely valuable insight can be gained regarding what your audience looks like, and where that audience may be found. This includes information such as gender, age, race, income, marital status, and other characteristics. While these demographics provide insight on who your audience is, psychographics can then help determine what makes them take action. These metrics include information such as opinions, values, interests, and motivations, which can then be used to better understand what specific pockets of this audience will react to most. These insights are crucial to marketing campaigns, allowing marketers to cater to specific segments through various content types.

Engage

"Content is king, context is god"

Once a target audience has been determined and a piece of content has been created tailored to their preferences, it is equally as important that the content reaches them at the perfect time. Technographic segmentation focuses on the consumers' use of technological devices and communication platforms in order to reach them at a desirable moment. This plays a large role in digital marketing success when post-producing content to be launched on various channels against different sub-audiences. For example, a piece of content created for Instagram should be post-produced differently than that same piece of content if it is being released on LinkedIn. This is due to the fact that Instagram is used heavily for entertainment purposes while LinkedIn is used for business-related matters. Though the targetted audience may be the same, the consumer's state of mind will be different at that moment depending on the platform from which they are consuming the content. Having an understanding of the channel itself allows for more specified content to be deployed, which ultimately will lead to higher rates of engagement.