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Education

like in practice? For a lot of brands, measuring success of-
Marketing tactics are only useful if you know that they ten comes down to data. Different kinds of marketing tac-
will land with the people you are trying to reach. Chances tics can all offer different data as a measure of success. For
are that you wouldn’t want to advertise products for young example, 20 percent of businesses measure digital market-
people on websites frequented by older demographics. ing success by how many leads are generated (see www.
demandsage.com/digital-marketing-statistics/).
Without the right reach and the right audience, marketing
tactics will not yield great results. For example, 43 percent Common measurements include people reached, conver-
of internet users are reached through social media, while sions, total sales, total engagement and generated online
only 15 percent are reached through podcasts (see https:// discussions. When you understand the goal of a market-
outgrow.co/blog/social-media-reach). ing strategy and how different marketing tactics play into
it, it is much easier to be successful. Every brand will want
Common audiences include specific demographics, peo- to use marketing tactics that help to support their specific
ple with specific needs, people with specific interests. goals and make it easy to achieve them.

You may wonder how many tactics to use. Although you In the next part of this series, I will discuss popular mar-
can certainly choose one solid marketing tactic and stick keting tactics and how you can use them to drive engage-
with it, this isn’t the key to long-term success. Most effec- ment and increase sales. Remember, there are plenty of
tive marketing efforts are driven by the use of multiple great marketing tactics, but you want to choose options
marketing tactics. Effectively combining marketing tactics that will support your goals in particular. A little strategy
will take a fair amount of consideration. You might use and consideration can help you to choose marketing tac-
different tactics to reach different audiences, all for the tics that are always a perfect fit for your brand and deliver
same product. It is also fairly common to use different tac- results too.
tics at different times or to achieve different goals.Com- Nicholas Cucci is the co-founder and COO of Fluid Pay LLC. Cucci is also a
mon considerations include budget constraints, target au- graduate of Benedictine University and a member of the Advisory Board
diences and how different tactics interact.
and Anti-Fraud Technology Committee for the Association of Certified
Measuring success Fraud Examiners, as a CFE himself. Fluid Pay is the ONLY 100 percent
cloud-based Level 1 PCI Payment Gateway processing transactions
The primary goal of any marketing strategy is to be suc- anywhere in the world. Contact Nick at Nick@FluidPay.com. Benefits of
cessful in your marketing efforts—but what does that look crypto for the underbanked

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