3 Keys to Integrated Media Planning
The always-connected consumer has opened the door for marketers to influence purchase decisions in the moment. But, as marketers strive to reach and activate consumers wherever they are in their daily lives, they must first understand what they are saying with their hands (online and mobile) and feet (in-store).
In fact, eMarketer estimates that more than half of U.S. companies with more than 100 employees will utilize multichannel attribution for their digital marketing efforts in 2017, and that many implementing such practices are also aiming to bring offline channels and touchpoints into the equation.
Along consumers’ complex path to purchase, location and audience data serve as unifying factors. Paramount to a successful omnichannel media strategy is the right use of online and offline data to create consumer profiles, isolate geo-targets and identify the best channels for targeting specific messages.
With this in mind, we have identified three keys to success in integrated media planning:
Target the Right Location
Today’s consumer is on the go – not tethered to a single location – and receives promotions throughout the day from print, in-store, email, Internet and mobile sources. This has led to an evolution in targeting, redefining geography around a true day-in-the-life of a consumer. Marketers must move beyond targeting consumers based on their proximity to a retail store. Today, the focus must be on where a shopper “lives” throughout the day, taking into account the full spectrum of multimedia data sources.
Define the Audience With Offline and Online Data and Insights
Pairing what is known about consumers from both offline and online data provides a holistic view of a brand and retailer’s best target. Offline data, such as demographics, lifestyle and purchase habits, can help identify high-value locations. Alternatively, online data captured from digital devices brings real-time, consumer-centric insight that, when paired with offline data, delivers a richer picture of the target audience and how, when and where to activate them.
View Media as Complementary, Not Competitive
Today, consumers need relevant, multimedia touchpoints to inform and accelerate their paths to purchase. Linking them by audience and location produces media efficiencies, uniformity in messaging and cross-channel optimization. For example, print and digital media don’t have to compete for a consumer’s attention; but rather, they can provide marketers with an opportunity for another complementary touchpoint throughout the course of the day.
An omnichannel media approach allows brands to deliver a compelling, unified voice across every touchpoint and in every promotion.