Effective marketing gives potential customers a reason to be interested in your products/services. It is the clearly defined consistent process that provides the right message, to the right audience, in the right way. The right message is offering a product/service that is worth buying. The right audience are those individuals or businesses that fit into your company's largest demographic. The right way is presenting the message to the audience in the most cost effective manner possible.

The Top 4 Factors Required To Achieve Maximum Return On Your Marketing Dollars

Purpose
Establishing the purpose of the marketing is the base for all the other factors. Is the marketing meant to get immediate sales, increase walk-in or call-in traffic, attract existing customers, new customers, both? A clearly defined purpose will increase your marketing's effectiveness and guide you through the next steps.

Message
Your message must convey the most powerful reason(s) a customer should respond to your marketing. Specific details are much more effective than generalities. Customers should immediately recognize the benefits of doing business with your company. Rarely does this mean being the cheapest price. It always means providing the greatest value for your customer.

Media
The media used for the advertisement is often criticized when marketing efforts do not bring the anticipated response. This can sometimes be true, but more often than not, the other factors are also strong contributors to the disappointing response.

Test Marketing
There's a distinct difference between test marketing and inconsistent marketing. Test marketing is where you use a device consistently with different marketing pieces. Inconsistent marketing is where you use one piece in a limited and ineffective manner. Nothing is a greater waste of your investment than inconsistent marketing.

All Four Must Be Continually Refined To Produce the Desired Results.