What are the best practices for setting media objectives relevant to your target audience?

It is also essential to deep dive into behavioural settings of certain sections of the society, to be sure of the set target audience. Research definitely plays a very important role in the identification. However, it is also imperative to be sure if the target audience really needs the kind of communication that has been planned or not. This is completely interdependent. Like Lasswell states who, says what, in which channel, to whom, with what effect, completes the communication mechanism. Defining ‘Who’ basis the following parameters can help understand the right target audience : - where is the target audience- regions, space - in which conditions- emotional and behavioural - in which format- virtual or social settings

For effective media objectives tailored to your target audience, start by thoroughly researching their demographics and media habits. Align these objectives with overall business goals. Set specific, measurable, achievable, relevant, and time-bound (SMART) goals. Choose the right channels where your audience is most active. Develop engaging content based on their preferences. Tailor strategies to different stages of the customer journey. Use data analytics for ongoing assessment and budget wisely. Continuously test, optimize, and stay updated with media trends to ensure relevance and effectiveness.

Budgeting can also be derived from how much revenue can be generated in future. This can be well calculated and accounted for, to ensure that the numbers do not affect the end objective. Budgeting in a fragmented manner also helps. Starting with most essential parts of communication to lesser ones.

A campaign is only as effective as the commitment to a true media buy. Doesn't matter how good the strategy/creative is of no one sees it...

Choosing your media channels should be based on what kind of communication to whom is being planned. The channel should never be decided basis what is trending. The channel can be traditional or contemporary, small or large, niche or for masses, unlimited or restricted. Most of the times where the communication is not successful is due to incorrect choice of media channel. People often get carried away by what the competitors or others are opting for. Whereas, this is where the entire exercise goes wrong. Selecting a channel is dependent on what the end result is expected and how to land there- by ship, by flight or by car.

Media matrix certainly is the first thing that woo the brands. What kind of matrix is required to map your communication performance, what will be the impact and what benefit will it offer, should be some of the key thoughts before making a selection on the media matrix.

Experiencing the new age communication for younger target audience should be planned through high performing spaces on digital media. Similarly, communication for countryside target audience may sometimes be more impactful through the use of highly accessible media channels.