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How can consumer insights improve your media mix and distribution strategy?

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Consumer insights are the key to creating effective and engaging advertising campaigns. They help you understand your target audience's needs, preferences, motivations, and behaviors, and how they relate to your brand, product, or service. By applying consumer insights to your media mix and distribution strategy, you can optimize your reach, frequency, impact, and return on investment. Here are some ways to do that.

本文章的要点总结

Map the customer journey:

Customer journey mapping helps you understand how various media strategies impact different stages. Test approaches at each stage (awareness, consideration, conversion, loyalty) to reveal how media influences consumer behavior.### *Engage where your audience is:Use tools like Sparktoro to identify where your audience is most active. This ensures your media channels align with where your customers spend their time and attention.

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1 Identify your media objectives

Before you choose your media channels and platforms, you need to define your media objectives. What are you trying to achieve with your advertising campaign? Who are you trying to reach and influence? How do you measure your success? Your media objectives should align with your consumer insights and your overall marketing goals. For example, if your consumer insight is that your target audience is looking for convenience and value, your media objective might be to increase awareness and trial of your online delivery service.

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Joseph Vara

Digital Media Director I Demand Generation I Growth & Performance Marketing
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Diverse Objectives for Different Campaign Phases: Recognize that media objectives might differ across various phases of a campaign. For example, the initial phase may focus on raising awareness, while later stages could aim at driving conversions or loyalty. It's important to tailor your objectives to each phase, ensuring they are relevant and timely.

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Javaree Walker

Dad | Certified Parent Coach | Educator & Consultant | LinkedIn Marketing Solutions | Pinterest Alum ??
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Consumer insights help you understand your audience's preferences regarding content formats, topics, and styles. Based on consumer insights, adapt your content to the preferred formats of your audience. Some may engage more with video content, while others prefer blog posts or infographics. Tailoring content formats enhances its appeal and effectiveness. Consumer insights reveal the most relevant and interesting topics to your audience. Align your content strategy with these insights to create valuable and engaging pieces that address your audience's needs, questions, or interests.

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2 Choose your media mix

Your media mix is the combination of media channels and platforms that you use to deliver your advertising message. You need to choose your media mix based on your consumer insights and your media objectives. You want to select the media that best fit your target audience's media consumption habits, preferences, and attitudes, as well as your budget, timing, and creative requirements. For example, if your consumer insight is that your target audience is highly active on social media, your media mix might include Facebook, Instagram, YouTube, and TikTok.

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James Kravic ??

Campaign Development & Paid Media Strategy for B2B Technology Companies
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You have to know where your audience communes and consumes information. Step 1 is to gain customer insights by actually talking to customers. There are a lot of ways you can gain insights—surveys, listening to sales calls, joining private communities, etc. But you have to be where your customers are to know which channels are going to work best. Next, there are tools that you can use to go one level deeper to see the level of activity of your audience. Sparktoro is a great example here. Just because people have a LinkedIn account doesn't mean they will be active. This goes for any channel; you need to choose media channels where your audience is actually active and engaged.

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3 Optimize your media distribution

Your media distribution is how you allocate your media budget and resources across your media mix. You need to optimize your media distribution based on your consumer insights and your media performance. You want to allocate more resources to the media that have the highest reach, frequency, impact, and return on investment for your target audience, and less resources to the media that have the lowest. You also want to adjust your media distribution based on the feedback and data that you collect from your campaign. For example, if your consumer insight is that your target audience is more responsive to video ads than banner ads, your media distribution might favor video platforms over display platforms.

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Joseph Vara

Digital Media Director I Demand Generation I Growth & Performance Marketing
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Seasonality and Timing Considerations: Adjust media distribution based on seasonal trends or specific timing. Some platforms may perform better during certain times of the year or specific days of the week. Aligning your distribution strategy with these patterns can enhance performance.

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4 Integrate your media channels

Your media channels are not isolated from each other. They interact and influence each other, creating a synergistic effect on your advertising campaign. You need to integrate your media channels based on your consumer insights and your creative strategy. You want to create a consistent and coherent message across your media channels, while also adapting and customizing it to each channel's specific features and formats. You also want to create a seamless and engaging customer journey across your media channels, leading your target audience to your desired action. For example, if your consumer insight is that your target audience likes to compare and research before buying, your media integration might include a landing page, a blog post, a testimonial video, and a call to action.

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Nehal Jain

Digital Marketer - Media Planner | Ex-WPP/IPG | NUS B-School graduate
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A brand must think like its customer. And, customers path to purchase is non-linear, they go through 'n' number of touchpoints. Hence, being present on all of these touchpoints with a unified approach becomes crucial. 1) Customers need to experience the same marketing message including the message theme, colours, design and tone across all interactions. This will create a strong brand connection. 2) However, it's important to tailor the content as per each media channel's strength. For example, a text/image post may work well for LinkedIn, while a Short Video maybe more engaging on Instagram.

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5 Test and learn from your media strategy

Your media strategy is not a one-time decision. It is a dynamic and iterative process that requires constant testing and learning. You need to test and learn from your media strategy based on your consumer insights and your media results. You want to experiment with different media channels, platforms, formats, messages, and audiences, and measure their effectiveness and efficiency. You also want to learn from your media results, and use them to refine and improve your media strategy. For example, if your consumer insight is that your target audience is influenced by word-of-mouth, your testing and learning might include a referral program, a social media contest, a user-generated content campaign, and a loyalty program.

By applying consumer insights to your media mix and distribution strategy, you can create more relevant, engaging, and persuasive advertising campaigns that resonate with your target audience and achieve your marketing goals.

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Joseph Vara

Digital Media Director I Demand Generation I Growth & Performance Marketing
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Customer Journey Mapping: Understand how different media strategies impact various stages of the customer journey. Testing different approaches at each stage (awareness, consideration, conversion, loyalty) can reveal valuable insights into how media strategies influence consumer behavior throughout their journey.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Nutsa Dolidze

Transforming Marketing with MarTech and AI | Building Tech Ecosystems | Founder @ MarTech Institute
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Instead of casting a wide net, let's zero in on the channels our audience genuinely cares about. It's like having a heart to heart conversation rather than shouting in a crowded room. You just have to be where your audience is, but more importantly, where they're listening and ready to engage. It's not just about being present - it's about making every interaction count. Choose your channels wisely, not based on popularity, but on where your audience actually spends time and is looking for some value.

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How can consumer insights improve your media mix and distribution strategy?

1

2

3

4

5

6

1 Identify your media objectives

2 Choose your media mix

3 Optimize your media distribution

4 Integrate your media channels

5 Test and learn from your media strategy

6 Here’s what else to consider

Advertising

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感谢您的反馈

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How can consumer insights improve your media mix and distribution strategy?

1

2

3

4

5

6

1 Identify your media objectives

2 Choose your media mix

3 Optimize your media distribution

4 Integrate your media channels

5 Test and learn from your media strategy

6 Here’s what else to consider

Advertising

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