Let the user journey define your media strategy
If a tree falls in a forest and no one is around to hear it, does it make a sound? This classic paradox can also be applied to marketing. Because if no one from your audience sees your campaign, does it exist?
The digitalization of the media landscape that’s taken place in recent years has given many a marketing manager a few grey hairs. Should we stick to our winning combo of TV, outdoor and print and then supplement it with digital? Or should we go all-out on a measurable, digital campaign?
The problem with both approaches is that neither one is based on the user’s journey. Today, consumers move fluidly across media and platforms, from the moment they identify a need, to the moment they stand with your product in their hands. Therefore, it’s necessary to take a holistic approach to marketing that doesn’t focus on specific media, but is instead based on consumer needs and media behavior.
Typically, the result will be an omnichannel strategy, with impactful touchpoints along the customer's journey, across different media and platforms. Here are four steps to ensuring your company has the best possible market presence.
It's necessary to get a holistic view of your marketing & media
Strategy: Begin with the customer and data
All good media purchases start with a strategy based on the customer and their transition from recognition of need for product knowledge, to becoming a converted customer. When you know what information the customer needs at each point of the user journey, you can communicate the triggers necessary to move to the next phase. By analyzing the customer's behavior, you can determine which media they use for information gathering and which they use for purchase / transaction. This knowledge is vital for understanding which messages to tell at what time and on which media channel.
Media: Think user journey instead of channels
When choosing a media partner, it’s important to find one that takes a holistic view of your marketing, and considers audiences before media. The media landscape has changed significantly over the last ten years, and the media service providers have become highly fragmented. The result is a number of one-trick ponies that focus on a specific area, for example a media or specialist agency dealing exclusively with social media or even Adwords. If you go to these specialist agencies, you will find a solution based on a specific platform, rather than an integrated solution that works across multiple platforms. Typically, customer behavior will dictate the touchpoints, depending on where they’re at in the decision-making process.
Creative work: Integrate competencies into one team
It’s important to integrate both media strategy and creative skills within the same team, rather than separating them into silos. This will give you cross-channel competencies under the same roof. If your campaign is developed for one medium and ends up being rolled out by another collaborator in a different medium, you can pretty much guarantee that the core message will be lost along the way. By uniting competencies, the media strategy and creative narrative can be drawn from the same insights, and messages can be tailored to specific media.
Execution: Set goals and follow up
Set goals for the campaign and define measurable points along the way so that messages and media weights can be customized and optimized. The digital elements of your campaign will often need adjusting along the way, so it’s important to keep the creative team close to the execution. And regardless of whether the KPIs go green or red, you’ll gain valuable insights and experience for the next campaign.
Follow these rules to join the club of modern, omnipotent marketing managers who create results based on insights and cross-channel data.