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Reach Vs. Frequency

Trying to get the right answer for the Reach vs. Frequency question is as irrational as solving for the value of “pie” (π).

It has been the most polarizing topic in the field of marketing, and I have experienced (first-hand)many grumpy marketers debate about it on social media. A debate so heated, that it will put the Lionel Messi Vs. Cristiano Ronaldo's argument to shame (I might be exaggerating here, but you get the point).

First things first, let’s decipher what the fuss is about.

1. Reach

Google’s own dictionary, which is also the most popular dictionary in the world (trust me, it’s not Oxford) defines Reach as “stretch out an arm in a specified direction in order to touch or grasp something”. …


Fashion, Business, Marketing, and even viruses

“What goes around, goes around, goes around
Comes all the way back around.”
Justin Timberlake

I was talking to a girl a few days ago (she’s pretty and obviously not single) and I sent her a Reddit post that I saw after hours of countless browsing. It made me think about the good trends that come back, and those which don’t.

Just look at COVID. Back in May, it first peaked in most countries. Then, there was a fall in the months of June and July, and then, the reported cases started rising again. Although, it seems like a trend that “goes around and comes around”, I believe that COVID is something that will not be able to sustain in the long-run. Life will get better, and slowly, we’ll forget about it (after a vaccination is administered on a global scale). …


A marketer’s analysis of the inspiring story of Carhartt

There’s only one thing that I am not a big fan of, and that is Average companies.

Average companies make products for average people. When I say average people, I am implying the people who don’t care about anything. People who don’t belong to any tribe.

Things get a bit complicated here because this concept is hard to put into words. Stay with me and try to understand this.

  1. I, personally, don’t like companies that make products that people buy after sorting by price. They are making average products for the masses. The products don’t have a story behind them.
  2. To some extent, it’s okay, because not everyone cares about the vest they are wearing, or if the sock matches (or mismatches) the trousers. Just that, no one talks about these products, and even I don’t. These products can create multi-billion-dollar companies, but not a BRAND. …

Market, message, medium. In that order

Graphic representing the 3 M’s of marketing

This article will talk about the 3 M’s of marketing.

They are market, message, and medium. Basically, getting these 3 M’s right is crucial. It can make or break your business.

Market

The first of the three, market is all about choosing your target market/audience. A product/service can have multiple target markets, but it should at least have one.

A particular product isn’t for everyone. A specific service isn’t for everyone. When you decide your target market, you are deciding the people to who you want to sell your services/products. If Adobe comes to me and sells me their graphic design package for $52.99/mo, I won’t buy it. They can spend a million dollars to reach me, create the best of ads, send the best salesperson to influence my decision; I still won’t buy it. Why? Because it’s not for me. I am not interested in graphic design. …


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Once called “a Poisoned Chalice” by Bill Gates, TikTok is actually a “Layman’s Elixir”

If TikTok were to be an American company, the sentiment around the app would have been different. We as humans, tend to be biased. As a marketer, you cannot (rather should not) be biased, and therefore I decided to use TikTok .

Here’s what I found:

I believe that TikTok is subject to excessive and unfair criticism. This Chinese app made people talk about data privacy and security (similar to other social media channels), but the actual problem is much bigger. TikTok’s criticism points towards a much broader social issue that no one wants to talk about.

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People need to CHILL a bit.

So, if you absolutely despise TikTok or if you think it is useless, you should read the article. If you judge people (even subconsciously) who use TikTok, then you should definitely read. If you don’t fall in any of the two categories, then just read for the sake of knowledge. Knowledge is FUN. …


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How marketers don’t realize so notoriously obvious things never fails to bewilder me.

If you, for some reason, are asked by your CMO to create a racist advert, you should probably follow the footsteps of the greats at Heineken.

In my social media marketing assignment, I was asked by my professor to write a research article on failed marketing campaigns. I am no fan of failed marketing campaigns, but a man got-to-do what he got-to-do.

Being a university student who’s a big fan of soccer and beer, I was aware of the “Dutch disaster” (as I like to call it) that stemmed from the genius brains of Heineken’s in-house marketers.

Lighter is Better. Really?

They had a beautiful tagline “Sometimes, Lighter is Better”, which promoted two…


How employees multiply brands

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Photo by Windows on Unsplash

A blockbuster based on the greatest economic crisis in recent history can only be a crash course on behavioral economics, personal finance, macroeconomics, and the stock market. Sounds about right, eh?

But that’s the amazing thing about marketers: we try to find valuable marketable information in everything. To better understand how I reinstated an almost ancient social media tactic (in the company that I am consulting for) after watching this movie, let’s first understand an important concept.

Synthetic CDOs

Being an economics student (not a good one, though), I watched The Big Short four times to fully understand some of the concepts that were talked about in that movie. …


Start up or a personal blog? Don’t go broke chasing the American Dream!

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Rather than spending tons of money on paid adverts for your new business or blog; make the best of these free tools from Google.

Yes, free! Not low cost, these are “no cost tools” which can help you stimulate the online presence of your business.

These are not just limited to getting you more traffic to your web-page, rather some of these below mentioned paraphernalia could help you track your visitors and accordingly, make changes to boost up conversions.

1. Google Data Studio

By far, my most favorite Google tool. Business is full of metrics and data, and putting the old adage at play, without data you are just another person with an opinion. If you use Google Ads, Google Analytics, MySQL, YouTube, Merchant Centre, Microsoft Excel/Google Sheets, Adobe Analytics, Facebook Ads (and many more), then this is the tool for you. You can transform your data into a creative and attractive report and then collaborate with your team to share, edit and take action based on the data at hand. A minimally invasive software that requires you to import your data and use the pre-loaded templates to create graphs, shapes, images, and what not.


The anatomy of an optimized, strategic Google Ads campaign

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During my time at Google, I worked with hundreds (if not thousands) of clients to optimize their accounts so that they got better results from their campaigns. If you ever wondered what the perfect Google Ads search campaign must be like, then you’re in the right place. A perfect campaign must get you three things:

  1. Good results
  2. Good results
  3. Good results

That is it. The actual SI unit of judging a campaign’s success is by the virtue of its performance. This article will talk about the right campaign settings for most businesses. …

About

Saurabh Bhatia

I am a Marketing student who has worked at Google as an Ads Account Strategist. I also have a weekly newsletter that talks about Marketing. Marketinggrads.com

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