Marketing today is a world of constant evolution and reinvention, no pillar of marketing has experienced more disruption than media. Over the last 10 years we’ve seen a proliferation of new channels, consumption platforms, and content creators. This has fragmented audiences at scale, enabling a pronounced shift in how audiences consume media. But as with all change, it has also brought new opportunities.
The adoption of digital media sparked the change in how we connect with consumers. However, the real transformation in the communications industry has only been enabled in the last few years. Through the ability to harness data and technology simultaneously, we can understand consumers with granular detail and connect with individuals in real time.
This new media landscape has changed the game, we must now be more sophisticated, intelligent and calculated that ever before. We have the ability to target consumers at an individual level. Audience planning has evolved from category and demographic targeting to a world of personalisation. Where we now understand the actions, personalities, and behaviours of a converting consumer on an individual level. This new level of understanding helps guide what we should say to them, and when we should say it.
In addition, we also understand exactly how audiences respond to our messaging. Previously smart media placement was determined by how well we negotiated, how many people we reached or the perceived brand alignment of a placement. Today we operate in a world of data analytics which drive channel selection and produce insights to fuel our communications strategy across media placement, creative messaging, and brand positioning.
So advances in technology have fragmented eyeballs and attention. But the data this technology produces can now becomes our map to navigate this hectic world of media. The consumer may be at the wheel, but we can predict which path they are going to take.
With that said, how do we drive better results now?
There are a number of ways new media thinking can deliver on all brand metrics.
Improved targeting drives better, more efficient spends. We don’t have to reply on broad targets to drive effective results.
Digital allows us to know when people see our communications and how they react to it. This allows us to optimise our communications mix and improve our results.
Data profiling enables us to identify consumer intent based off direct action rather than demographic predictions.
Combine off page and on page communications
By using an integrated approach between paid and owned media we can look to optimise keyword results both by campaign and long term SEO effectiveness (search engine optimisation results).
Simple personalised communications has always been a promise that is rarely delivered. Ad tech advancements have led to automation platforms which deliver personalisation, trigger based comms and sequencing, all at scale and customised to the brand.
A single view
Data matching across platforms, campaigns and systems has been made possible through common system integration and management platforms. This gives a complete and single view of how consumers are engaging with brands and campaigns.
We don’t believe new media replaces traditional channels, but thinking digital first enables us to understand how consumers respond and engage with communications. It allows us to optimise the media mix, test concepts and then develop them into something great.
What it doesn’t do is replace the need to develop great ideas that are true to the brand and resonate with consumers. The art of communications and storytelling is still at the core of what we do – we now just know which stories resonate and drive action and the consumers they resonate with.
Integrating paid, owned and earned media within an agency that’s also creating the core communications idea really delivers agility and action. Changes and optimisations can be made on the fly to optimise conversion and drive results. If we can master the data and learn the lessons we can use it to navigate this hectic new world of media and make a difference.
MarketingJul 12, 2016
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