How do you change your media plan for evolving consumer behavior?

1 Identify your goals and metrics

Before you change your media plan, you need to have a clear idea of what you want to achieve and how you'll measure your success. Do you want to increase brand awareness, generate leads, drive sales, or improve loyalty? What are the key performance indicators (KPIs) that reflect your objectives, such as reach, impressions, clicks, conversions, or retention? Having SMART goals and metrics will help you align your media plan with your overall marketing strategy and budget.

2 Analyze your audience and competitors

Next, you need to understand who your audience is, what they want, and how they behave. You can use various tools and methods to collect and analyze data on your audience, such as surveys, interviews, focus groups, social media listening, web analytics, and customer relationship management (CRM) systems. You should segment your audience based on their demographics, psychographics, behavior, and needs, and create buyer personas that represent your ideal customers. You should also research your competitors and their media strategies, to identify their strengths, weaknesses, opportunities, and threats.

3 Choose your media channels and platforms

Once you have a comprehensive understanding of your audience and competitors, you can decide which media channels and platforms are the most appropriate for reaching and engaging your target market. When selecting your media channels and platforms, factors such as the media consumption habits and preferences of your audience, the cost and effectiveness of each channel and platform, the compatibility and integration of different channels and platforms, the availability and quality of ad inventory and formats, as well as the level of competition and saturation in each channel and platform should be taken into account. To ensure maximum reach and impact, it is important to create a balanced and diversified media mix that covers different stages of the customer journey.

4 Create your media content and messages

After you have chosen your media channels and platforms, you need to create your media content and messages that resonate with your audience and persuade them to take action. To ensure your content and messages are effective, use a consistent tone of voice and visual identity across all channels and platforms. Additionally, tailor the content and messages to the specific characteristics and goals of each channel and platform. Furthermore, incorporate clear and compelling headlines, calls to action, and value propositions into your content. Additionally, storytelling, emotion, and humor can help you connect with your audience. Finally, test and optimize your content and messages based on feedback and performance.