Hiring a digital marketing agency can help businesses get more cost-effective marketing strategies while spending less time and resources. However, providing them with a clear and concise brief is important to ensure you get satisfying and effective results. In this article, Cotactic Media, a Digital Marketing Agency in Bangkok, will discuss what an effective brief should contain to help businesses work with an agency without problems.
What is GTCMIT and how can it help for a clear brief?
GTCMIT is a term used by Cotactic Media to describe six elements you need to know before providing a brief to the agency: Goal, Target, Channel, Message, Investment, and Timeline. The GTCMIT helps the agency understand your business better and develop strategies that suit your needs.
Goal
Plan your goals clearly and provide the agency with the information they need, such as a description of your product and service, your competitors, your market share, your previous marketing efforts, etc.
This step is very important because it gives the agency you’re working with a clear overview, which allows them to focus on the details with confidence.
Goals for your business can be varied, ranging from creating brand awareness, increasing sales, and generating leads.
Target
Specifying your target customers allows you to effectively communicate with the agency and help them plan the content and strategies that resonate with your potential customers. The key elements to focus on when identifying your target group include:
- Gender
Some types of businesses, such as automobile or technology industries, are more likely to attract male customers than female customers. Understanding the nature of your products and services and who is more likely to buy your products is crucial.
- Age Range
Younger generations are more likely to trust testimonials and influencers, while older generations focus more on word-of-mouth and traditional advertising. It is important to understand the preferences of your target audience based on their age group or generation.
- Geographical Location
When your business is located in a specific area, you should focus on local customers rather than other target groups to increase the likelihood of them using your service.
- Consumers’ Behaviour
Understand the decision-making process of your customers when choosing or declining your products, as well as the emotional, mental, and behavioral factors that influence their decisions.
- Customer Pain Points
Identifying your customers’ issues with your products or services can help the agency develop plans or strategies to address these problems and improve your services.
If your products or services have more than one target group, you need to focus primarily on the majority of the target group to make your campaign the most effective.
For example, our case study involved one of Cotactic Media’s partners, a car battery charger distributor targeting 30+-year-old males in Bangkok who own multiple cars and have a habit of leaving their cars parked for extended periods, sometimes for weeks or even months, until the battery dies, resulting in unnecessary expenses and frequent battery replacements throughout the year.
Channel
Choosing channels for promoting your brand should be based on the purposes of each platform, the KPIs for measuring the results, your budgets, and the overall effectiveness of your campaign. This not only helps your business choose the best channels that fit your needs but also guides you in selecting an agency with specific proficiency in the campaign areas you focus on. Here are some of the most commonly used online channels:
- Facebook Ads: Best for new brands or businesses that need to increase brand or product awareness.
- Google Search Ads: Best for medium-sized businesses that need to generate more leads and conversions on their website.
- SEO: Best for brands or businesses that need to increase sales and website traffic in the long term.
Message
Clear and concise key messages aligned with your objectives will help the agency create more accurate artwork and content that aligns with the business’s CI and resonates with target customers, potentially leading to improved results such as higher CTR, increased post engagement, and enhanced conversion rates.
Investment
For an agency, planning advertising according to the investment budget set by the business is crucial. If you inform the agency that a budget hasn’t been set, neither you nor the agency can have a clear understanding of the scope of the work.
The agency may offer you a comprehensive strategy to maximize your business potential. However, the budget may be excessive, and you may need to reduce certain processes, which could lead to errors or ineffective results.
Setting your budget clearly will help the agency estimate and plan the most cost-effective strategies, allowing you to spend less money while still receiving a high-quality marketing campaign that helps you achieve your goals.
Timeline
Last but not least, you need to establish a clear timeline for the entire campaign, including the agency’s start date and duration. Typically, most businesses prefer to have the agency commence the campaign as soon as possible. However, you must allocate sufficient time to accommodate the agency’s workflow and your revisions.
Providing a clear and concise brief to the agency, along with these Cotactic Media guidelines, will help your business and agency achieve the best results for your campaign. If your business needs to develop new strategies or requires consultation for your plan, contact us now, and let’s work together to achieve your marketing goals!
Website: https://www.cotactic.com/en/
Line: https://line.me/ti/p/~@cotactic
Facebook: http://www.facebook.com/cotactic
