Otis - Detailed Review
Marketing Tools
Otis - Product Overview
Introduction to Otis AI
Otis AI is an all-in-one digital marketing platform that leverages artificial intelligence to streamline and optimize online advertising for growing businesses. Here’s a breakdown of its primary function, target audience, and key features:Primary Function
Otis AI is designed to manage and optimize digital ad campaigns across multiple platforms, including Facebook, Instagram, Google, TikTok, and YouTube. It uses AI to enhance marketing performance, optimize ad spend, and maximize ROI, allowing businesses to focus on their core operations.Target Audience
Otis AI caters to a variety of business needs, including:- Small Businesses & Freelancers: Ideal for those with limited budgets looking to maximize their ad spend.
- Startups: Helps in boosting signups and clickthrough rates.
- Apparel Retailers: Proven to increase conversions and reduce costs.
- Agencies & Franchises: Offers customizable plans to meet specific needs and scale marketing efforts efficiently.
Key Features
AI-Driven Ads
Otis AI utilizes artificial intelligence for precise targeting and campaign optimization, ensuring that the right ads are delivered to the right audience at the right time.Cross-Channel Campaigns
The platform allows users to manage ads across multiple social media platforms in minutes, making it easy to launch and manage campaigns on Facebook, Instagram, Google, TikTok, and YouTube.Data-Driven Targeting
Otis AI connects with various data sources, such as point-of-sale data or customer lists, to target key audiences accurately. It creates audience segmentation and online-to-offline attribution, helping to overcome challenges like the deprecation of third-party cookies.Creative Optimization
The platform provides AI-generated headlines and ad copy suggestions, conducts dynamic creative tests, and helps identify top-performing creatives to improve content strategy.Performance Maximization
Otis AI dynamically adjusts budget allocations to prioritize the channels and ads that are performing best, resulting in significant improvements in ad effectiveness and ROI.Real-Time Reporting
Users can monitor campaign performance and customer engagement in real-time through a clean and intuitive dashboard, displaying blended metrics across all channels.Customer Support
Otis AI offers dedicated customer support to assist users with any queries or issues, ensuring a smooth and effective marketing experience. By combining these features, Otis AI provides a comprehensive solution for businesses to streamline their digital marketing efforts and achieve higher returns on their ad spend. Otis - User Interface and Experience
The User Interface of Otis
Otis, an AI-driven digital marketing automation platform, is crafted to be user-friendly and intuitive, making it accessible to both seasoned marketing professionals and those new to the field.
Ease of Use
Otis is designed to be simple and easy to use, requiring no special knowledge or training to get started. Here are some key aspects that highlight its ease of use:
- You can launch an ad campaign in less than five minutes, thanks to its intuitive workflow.
- The platform allows you to sync your data sources, such as your Point of Sale (POS) or email list, which helps in targeting both existing and new customers.
User Interface
The interface is clean and streamlined, allowing users to perform various tasks with ease:
- Users can select the social platforms they want to advertise on, customize the location and audience, choose high-quality images, write captivating ad copy, and schedule their campaigns all within the platform.
- The dashboard provides a clear and seamless view of all campaign results in real-time, allowing users to monitor performance across multiple channels without needing to navigate through different ad platforms.
Campaign Management
Otis simplifies campaign management by automating several tasks:
- Once a campaign is created, Otis automatically sets up and manages advertising assets across various channels like Facebook, Instagram, Google, TikTok, and YouTube. It also allows for customization of individual placements within each channel.
- The AI dynamically adjusts the budget to prioritize the channels that are performing best, ensuring optimal performance and ROI.
Creative Optimization
The platform offers AI-generated headlines and ad copy suggestions to help users improve their content strategy. It conducts dynamic creative tests to identify top-performing creatives, ensuring the right ads are shown to the right people at the right time.
Customer Support
Otis emphasizes customer satisfaction and provides support to users. While some users have reported mixed experiences with customer support, the platform is generally committed to helping users with any questions or issues they may have.
Overall User Experience
The overall user experience is positive, with many users appreciating the simplicity and effectiveness of the platform:
- Users have reported significant time savings and improved marketing performance due to Otis’s automation and AI-driven optimization.
- The platform’s ability to deliver high-performing, targeted ads and provide simple reporting has been particularly praised by users.
In summary, Otis offers a user-friendly interface that simplifies digital marketing tasks, making it easy for businesses to run effective ad campaigns without requiring extensive marketing knowledge.
Otis - Key Features and Functionality
Otis AI Overview
Otis AI is a comprehensive digital marketing platform that leverages AI to streamline and optimize various aspects of your marketing efforts. Here are the main features and how they work:Cross-Channel Ad Campaigns
Otis allows you to launch ad campaigns across multiple platforms, including Facebook, Instagram, Google, TikTok, and YouTube, all from a single interface. This feature simplifies the process of managing ads on different channels, saving you time and effort.AI-Powered Optimization
The platform uses AI to generate headlines and ad copy, and it also segments your audience to enhance the performance of your ads. This AI-driven optimization ensures that your creative content is highly effective and resonates well with your target audience.Data-Driven Targeting
Otis integrates with your data sources, such as your POS system or email list, to accurately target key audiences. It identifies existing customers and finds new customers with similar attributes, such as geography and interests, to deliver targeted ads and improve campaign performance.Budget Allocation Automation
The AI dynamically allocates your budget across multiple channels to favor high-performing ads. This automation ensures that your ad spend is optimized for maximum ROI, adjusting the budget in real-time based on ad performance.Real-Time Analytics
Otis provides real-time analytics to monitor campaign performance and customer engagement. You can see how your campaigns are performing in a clear and concise snapshot, allowing you to make informed decisions quickly.Automatic Campaign Optimization
The platform continuously tests different changes in strategy to deliver your campaigns to the right audience, on the right channel, and at the right time. This ongoing optimization ensures that your campaigns are always performing at their best.Retargeting Existing Customers
Otis helps you retarget existing customers by identifying their profiles on social media and delivering your campaigns to them. This feature helps in retaining brand loyalty and encouraging repeat business.Finding New Customers
Based on the characteristics of your existing customers, Otis identifies and targets new customers who are similar. This approach increases the likelihood of attracting new customers who are more likely to engage with your business.Dedicated Customer Support
Otis offers a responsive support team to assist you with any queries or issues you may have. This support ensures that you can get help whenever you need it, making the platform more user-friendly and reliable.Conclusion
In summary, Otis AI integrates AI in various ways to optimize ad campaigns, target audiences accurately, automate budget allocation, provide real-time analytics, and continuously optimize campaign performance. These features make digital marketing simpler, more efficient, and highly effective for businesses of all sizes. Otis - Performance and Accuracy
Performance of Otis AI
Otis AI is positioned as a comprehensive and user-friendly digital marketing tool, leveraging AI to optimize and streamline ad campaigns across various platforms such as Facebook, Instagram, Google, TikTok, and YouTube.
Key Performance Features
- Cross-Channel Campaigns: Otis AI allows users to launch and manage ad campaigns across multiple social media platforms quickly and efficiently. This feature is particularly useful for businesses looking to scale their digital marketing efforts.
- AI-Powered Optimization: The platform uses AI to generate headlines and ad copy, as well as to segment audiences for better creative performance. This AI-driven approach helps in optimizing ad spend and improving overall campaign performance.
- Data-Driven Targeting: Otis AI links data sources to target key audiences accurately, ensuring that ads are delivered to the right people at the right time. This enhances the effectiveness of ad campaigns and improves ROI.
- Real-Time Analytics: Users can monitor campaign performance in real-time, receiving clear and intuitive snapshots of their ad performance. This allows for quick adjustments and optimizations to be made.
Engagement and Accuracy
- Customer Retargeting: Otis AI helps in retargeting existing customers through targeted ads and sponsored social media posts, which can significantly boost customer loyalty and engagement.
- New Customer Acquisition: The platform identifies new customers with characteristics similar to existing ones, ensuring that ads reach the most relevant audience. This approach has been shown to increase signups and clickthrough rates, especially for startups and small businesses.
- Conversion Tracking: Otis AI provides clear metrics on return on investment (ROI) and other key performance indicators, helping businesses to see the direct impact of their ad spend. Some users have reported up to 40x return on ad spend.
Limitations and Areas for Improvement
Data Quality
- The accuracy of Otis AI’s insights and optimizations heavily depends on the quality of the data input. Poor, incomplete, or biased data can lead to misleading insights and suboptimal campaign performance.
Over-Reliance on AI
- While Otis AI is highly effective, relying too heavily on AI without human oversight can lead to missed opportunities for authentic and creative marketing campaigns. It is important to balance AI recommendations with human intuition and creativity.
Integration
- Ensuring that Otis AI integrates seamlessly with existing systems and workflows is crucial. Data silos and integration issues can disrupt the user experience and reduce the effectiveness of the platform.
User Support and Onboarding
- Although Otis AI is user-friendly, some users might need additional support during the onboarding process. Access to demos, hands-on workshops, and clear documentation can help users maximize the tool’s potential.
Conclusion
Otis AI is a powerful tool for digital marketing, offering significant benefits in terms of campaign optimization, audience targeting, and real-time analytics. However, it is important for users to ensure high-quality data input, maintain a balance between AI and human oversight, and ensure smooth integration with their existing systems. By addressing these areas, businesses can fully leverage the capabilities of Otis AI to enhance their digital marketing performance.
Otis - Pricing and Plans
The Pricing Structure of Otis AI
The pricing structure of Otis AI, an AI-driven digital marketing platform, is organized into several tiers to cater to different business needs and budgets. Here are the details of each plan:
Starter Plan
- Price: $9 per month
- Features: This plan is ideal for influencers and online creators. It includes basic features such as campaign management, social media integration, and some level of ad spend optimization.
- Ad Spend: 15% monthly ad spend
Essential Plan
- Price: $39 per month (though some sources mention $50 per month, the $39 price is more recent)
- Features: Suitable for local/retail businesses and freelancers. This plan includes features like campaign management, email marketing, lead scoring, customer segmentation, A/B testing, analytics and reporting, and more.
- Ad Spend: 12% monthly ad spend
Pro Plan
- Price: $250 per month
- Features: This plan is geared towards marketing teams and startups. It includes all the features from the Essential plan plus additional benefits such as a dedicated account manager, 15-minute weekly check-ins, and custom performance optimization.
- Ad Spend: 10% monthly ad spend
Large/Agency Plan
- Price: More than $250 per month (custom pricing for agencies and franchises)
- Features: This tier is designed for larger businesses, agencies, and franchises. It includes all the features from the Pro plan, with additional support and customization to handle large-scale client management.
Additional Notes
- Free Trial: Otis AI offers a free trial for users to test the platform before committing to a plan.
- No Free Plan: There is no free plan available; users must subscribe to one of the paid plans.
Each plan is designed to provide incremental value based on the features and support needed, ensuring that businesses of various sizes can find a suitable option.
Otis - Integration and Compatibility
Integration and Compatibility of Otis AI
When considering the integration and compatibility of Otis AI, the marketing tools AI-driven product, here are some key points to note:
Integration with Ad Platforms
Otis AI is designed to integrate seamlessly with various ad platforms, allowing for a unified marketing strategy. It supports integration with major platforms such as Facebook, Instagram, Google, TikTok, and YouTube. This integration enables businesses to manage their ads across multiple social media platforms efficiently, ensuring a cohesive and optimized ad campaign.
Cross-Channel Campaign Management
Otis AI allows users to manage ads across multiple social media platforms in a single interface. This feature simplifies the process of creating, monitoring, and optimizing cross-channel campaigns, making it easier to reach a broader audience and maximize ad performance.
Performance Tracking and Optimization
The platform offers performance tracking features that provide clean and intuitive snapshots of ad performance. This allows businesses to monitor their campaigns easily and make data-driven decisions. Otis AI also dynamically adjusts the ad budget to improve performance and provides AI recommendations for optimization.
Compatibility Across Devices
While the specific details on device compatibility are not extensively outlined, Otis AI is described as a user-friendly app that can be accessed through web and mobile interfaces. This suggests that it is compatible with various devices, including desktops, laptops, and mobile devices, allowing users to manage their campaigns from anywhere.
Seamless Data Integration
Otis AI allows users to sync their data sources or existing customer lists, which the AI then uses to learn and optimize ad campaigns. This data integration helps in targeting the right audience and finding new customers similar to the existing ones, ensuring effective ad spend and high ROI.
Conclusion
In summary, Otis AI is built to integrate smoothly with various ad platforms, manage cross-channel campaigns, track and optimize performance, and is accessible across different devices. These features make it a versatile and effective tool for businesses looking to streamline and enhance their digital marketing efforts.
Otis - Customer Support and Resources
Contact Methods
Users can reach out to Otis AI through various channels:
- Live Chat: You can initiate a chat directly on the Otis AI website for immediate assistance.
- Email: You can send an email to hello@meetotis.com for support inquiries.
- Phone/Text: Otis AI can be contacted via phone or text at (929) 305-1096.
Dedicated Customer Support
Otis AI provides a responsive support team that is available 24/7 to assist with any questions or issues related to their digital marketing platform. This team, with over 15 years of experience in building and optimizing digital marketing campaigns, is committed to helping users effectively.
Additional Resources
While the website does not explicitly mention additional resources like FAQs, blogs, or tutorials, the support team is equipped to handle a wide range of queries. Here are some key features and support aspects:
- Campaign Management: The support team can help with setting up, optimizing, and managing ad campaigns across multiple platforms like Facebook, Instagram, and Google.
- Data Integration: Support is available for connecting data sources such as POS or email lists to the Otis AI platform.
- Real-Time Analytics: Users can get assistance in monitoring campaign performance and customer engagement in real-time.
App and Platform Support
For users of the Otis AI app, there is also support for technical issues such as connecting social media pages and troubleshooting any app-related problems. The app’s performance is enhanced with features like PWA and Service Worker, and users can report any issues through the support email or phone number provided.
By offering multiple contact methods and a dedicated support team, Otis AI ensures that users can quickly resolve any issues and make the most out of their digital marketing efforts.
Otis - Pros and Cons
Advantages
Improved Efficiency
Otis AI automates many repetitive tasks, such as lead scoring, lead routing, and email send-outs, which significantly improves the efficiency of your marketing team. This automation allows your team to focus on more strategic and creative tasks.AI-Powered Optimization
Otis AI uses artificial intelligence to generate headlines and ad copy, optimize ad spend, and enhance creative performance. This AI-driven approach helps in targeting key audiences accurately and optimizing budget allocation across multiple channels.Cross-Channel Campaign Management
The platform allows you to manage ads across multiple social media platforms like Facebook, Instagram, Google, TikTok, and YouTube efficiently. This streamlined ad management helps in launching effective ad campaigns quickly.Data-Driven Targeting
Otis AI enables you to target key audiences accurately by linking various data sources. This data-driven targeting helps in improving ad performance and customer engagement.Real-Time Analytics
The platform provides real-time analytics, allowing you to monitor campaign performance and customer engagement as it happens. This real-time tracking helps in making data-driven decisions to optimize your campaigns.Dedicated Customer Support
Otis AI offers dedicated customer support, ensuring that you have a responsive team to assist with any queries or issues you might encounter.Disadvantages
Data Privacy Concerns
Using Otis AI, like other AI marketing tools, raises data privacy and security concerns. The platform collects and analyzes large amounts of customer data, which must be safeguarded to avoid data breaches.Potential for Biases and Inaccurate Content
The AI system’s output is only as good as the data it is trained on. If the training data is biased or of poor quality, the AI may produce inaccurate or biased predictions, leading to unfairly targeted ads.Lack of Creativity
While Otis AI excels in data analysis and automation, it lacks the creative thinking and intuition that human marketers bring to the table. This limitation means that while AI can optimize campaigns, it may not be able to identify certain nuances or creative opportunities that a human might see.Infrastructure and Data Requirements
To fully utilize Otis AI, you need a sufficient IT infrastructure and high-quality, extensive data sets. For smaller companies or those with limited budgets, setting up the necessary infrastructure and ensuring data quality can be challenging. By weighing these advantages and disadvantages, you can make an informed decision about whether Otis AI aligns with your marketing needs and capabilities. Otis - Comparison with Competitors
When comparing Otis AI with other AI-driven marketing tools, several key features and differences stand out.
Otis AI Unique Features
Cross-Channel Ad Campaigns
Cross-Channel Ad Campaigns: Otis AI allows users to launch and manage ads across multiple platforms such as Facebook, Instagram, Google, TikTok, and YouTube, all from a single interface. This streamlined ad management is a significant advantage for businesses looking to optimize their ad spend and reach a broader audience.
AI-Powered Optimization
AI-Powered Optimization: Otis AI uses AI to generate headlines and ad copy, and it also segments audiences for enhanced creative performance. This automation helps in optimizing budget spend dynamically across multiple channels to favor high-performing ads.
Real-Time Analytics
Real-Time Analytics: The platform provides real-time performance tracking, allowing businesses to monitor campaign performance and customer engagement as it happens. This feature is crucial for making timely adjustments to improve ROI.
Dedicated Customer Support
Dedicated Customer Support: Otis AI offers responsive customer support, which is particularly beneficial for small businesses and startups that may need additional assistance with their digital marketing efforts.
Potential Alternatives
AdCreative.ai
Ad Creative Management: AdCreative.ai focuses on creating personalized and efficient advertising strategies, creatives, copy, and audiences. It offers features like access to over 100 million stock images, creative scoring AI, and compliance checker AI. While it excels in ad copy output, it may not be as strong in creative and audience outputs compared to Otis AI.
Use Case: AdCreative.ai is more suited for marketers who need to create a high volume of ad creatives and strategies, but it may not offer the same level of cross-channel campaign management as Otis AI.
Arcads
AI-Generated Content: Arcads generates ads using AI “actors” based on a text script. It allows for quick creation of video content featuring AI-generated or real influencer-based actors. This tool is ideal for marketing teams that produce a lot of content requiring actors, but it does not offer the comprehensive ad management and optimization features of Otis AI.
Use Case: Arcads is better suited for businesses that need to generate a lot of video content quickly, rather than those looking for a full-suite digital marketing solution.
HubSpot AI
All-In-One Platform: HubSpot AI integrates AI across various marketing, sales, and service functions. It includes tools like the Campaign Assistant, AI-Powered CRM, and AI Website Generator. While HubSpot AI offers a broad range of features, it may not be as specialized in cross-channel ad campaign management and real-time analytics as Otis AI.
Use Case: HubSpot AI is more suitable for businesses looking for an all-encompassing marketing and sales platform with AI capabilities, rather than a focused digital advertising solution.
Particl
Competitor Intelligence: Particl uses AI to automate competitor intelligence for e-commerce brands, providing insights into competitor sales, marketing, and pricing data. This tool is specifically designed for e-commerce product and growth marketers and does not offer the same level of ad campaign management as Otis AI.
Use Case: Particl is ideal for businesses that need detailed competitor analysis to inform their pricing and marketing strategies, but it is not a replacement for a comprehensive digital marketing platform like Otis AI.
Summary
In summary, while Otis AI stands out for its comprehensive cross-channel ad campaign management, AI-powered optimization, and real-time analytics, other tools like AdCreative.ai, Arcads, HubSpot AI, and Particl offer specialized features that might be more suitable depending on the specific needs of the business.
Otis - Frequently Asked Questions
Here are some frequently asked questions about Otis AI, along with detailed responses to each:
What is Otis AI and what does it do?
Otis AI is an all-in-one digital marketing platform that helps businesses manage and optimize their online advertising campaigns. It uses AI-driven tools to streamline ad management across multiple platforms such as Facebook, Instagram, Google, TikTok, and YouTube. Otis AI focuses on cross-channel ad campaigns, audience targeting, creative optimization, and real-time performance tracking to boost ROI.
How does Otis AI optimize ad campaigns?
Otis AI optimizes ad campaigns through several key features. It uses AI-generated headlines and ad copy, coupled with audience segmentation, to enhance creative performance. The platform also automates budget allocation dynamically across multiple channels to favor high-performing ads. Additionally, Otis AI provides real-time analytics to monitor campaign performance and customer engagement.
Which social media platforms does Otis AI support?
Otis AI supports ad management on several major social media and search platforms, including Facebook, Instagram, Google, TikTok, and YouTube. This allows businesses to launch effective ads across these platforms in minutes.
How does Otis AI help with audience targeting?
Otis AI helps with audience targeting by linking data sources to deliver pinpoint ad targeting. It can sync with your existing customer list or data sources to identify and target key audiences accurately. The platform also identifies new customers with similar attributes to your existing customers, making targeting more effective.
What kind of support does Otis AI offer?
Otis AI provides dedicated customer support to assist with any queries or issues. Depending on the plan you choose, you may also have access to a dedicated account manager and regular check-ins to ensure your campaigns are optimized.
What are the different pricing plans for Otis AI?
Otis AI offers several pricing plans to cater to different business needs. The plans include:
- Essential: $50/month, suitable for economical budgets, with a 12% monthly ad spend.
- Pro: $250/month, includes a dedicated account manager, 15-minute weekly check-ins, custom performance optimization, and a 10% monthly ad spend.
- Enterprise: Customizable plans available upon request, tailored to meet specific business needs.
Can I track the performance of my ad campaigns with Otis AI?
Yes, Otis AI provides real-time analytics to monitor the performance of your ad campaigns. You can see how your campaigns are performing through clean, intuitive snapshots, and the platform also offers conversion tracking to help you measure your return on investment.
How does Otis AI help small businesses and startups?
Otis AI is particularly beneficial for small businesses and startups as it offers an affordable and efficient way to manage and optimize digital ad campaigns. It helps in boosting signups and clickthrough rates with optimized advertising solutions, making it easier for these businesses to scale their marketing efforts.
Does Otis AI offer any free trials or demos?
Yes, Otis AI offers a free demo to help you get started without any initial commitment. This allows you to test the platform and see how it can benefit your business before making a purchase decision.
How does Otis AI ensure data integration and security?
Otis AI allows you to sync your data sources or existing customer list to optimize ad targeting. While specific details on data security are not provided in the sources, the platform’s ability to integrate with various ad platforms suggests it handles data securely to ensure effective and targeted advertising.
Otis - Conclusion and Recommendation
Final Assessment of Otis AI
Otis AI is a comprehensive and AI-driven digital marketing platform that offers a wide range of features to streamline and optimize online advertising efforts. Here’s a detailed look at who would benefit most from using Otis AI and an overall recommendation.
Key Benefits
- Cross-Channel Ad Campaigns: Otis AI allows users to manage and launch ads across multiple platforms, including Facebook, Instagram, Google, TikTok, and YouTube, all from a single interface. This makes it easier to reach a broader audience and manage campaigns efficiently.
- AI-Powered Optimization: The platform uses AI to generate headlines and ad copy, conduct dynamic creative tests, and optimize ad performance. This helps in identifying top-performing creatives and ensuring the right ads are shown to the right people at the right time.
- Data-Driven Targeting: Otis AI enables precise audience targeting by linking various data sources, such as point-of-sale data or customer lists. This feature is particularly useful in overcoming challenges posed by iOS 14 and the deprecation of third-party cookies.
- Budget Allocation Automation: The platform dynamically adjusts budget allocations to favor high-performing ads, leading to improved campaign results and better ROI. Users can expect an average of 10-20% monthly performance improvements.
- Real-Time Analytics: Otis AI provides a seamless dashboard for real-time performance tracking, allowing users to monitor campaign results and customer engagement as it happens. This feature helps in making timely and informed decisions.
- Customer Support: The platform offers dedicated customer support, ensuring users have assistance whenever they need it.
Who Would Benefit Most
- Growing Businesses: Companies looking to scale up their digital marketing efforts can significantly benefit from Otis AI. It helps in managing and maximizing ad campaigns efficiently, which is crucial for growth.
- Startups: Startups can use Otis AI to boost signups and clickthrough rates with optimized and affordable advertising solutions. The platform’s ability to manage multiple channels and optimize ad spend is particularly beneficial for startups with limited budgets.
- E-commerce and Retail: Online retailers can use Otis AI to increase conversion rates and reduce advertising costs. The platform’s targeted, multi-platform campaigns are designed to enhance retail marketing efforts.
- Agencies and Franchises: Agencies and franchises can leverage Otis AI’s customizable plans to manage large-scale client campaigns efficiently. The platform supports the specific needs of these businesses, helping them scale their marketing efforts effectively.
Overall Recommendation
Otis AI is an excellent choice for businesses and marketers looking to enhance their digital marketing impact. Its AI-driven tools for cross-channel ad campaigns, audience targeting, creative optimization, and real-time performance tracking make it a holistic solution for digital marketing needs.
Given its comprehensive features and the potential for significant improvements in ad effectiveness and ROI, Otis AI is highly recommended for any business aiming to optimize its online advertising efforts. The platform’s user-friendly interface, seamless integrations, and dedicated customer support further enhance its value.
Before committing, it’s a good idea to take advantage of the free demo offered by Otis AI to get a firsthand experience of its capabilities and ensure it aligns with your specific marketing goals.