One of the things I’ve found in my experience with Digital ads and Traditional ads is the Goal.

Here’s an idea. Switch off the jargon and begin thinking in normal. Rid yourself of robotic statements like ‘build the brand in the consumer’s mind’ and replace them with whatever you’d say as a human like ‘make it famous’ (also, please dump ‘Nigerian space’ and replace it with ‘Nigeria’)

Once you dump the gobbledegook you can start to see the wood from the trees.

Think, who do you want to be famous amongst and what’s the most efficient way to achieve that? I’ll tell you what is the most efficient way to achieve that. Make sure your communication is useful to your target audience (which is why search usually trumps display for products and services which offer more rational rather than psychological benefits).

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