If I had a nickel for each time someone asked me, “What is the hot new trend in media?” I would definitely have a few more bucks in my pocket. The question should not be about the trend; it should be “What is the main goal of my campaign?”
The hot new trend may not be the best course of action that will efficiently and effectively reach your target. The specific tactic may be event marketing or a variable print media direct mail piece, even though Instagram advertising is the “hot new thing.” It is imperative to start with clear key performance indicators, goals for the end result and a target.
Being consistent and having a budget to achieve an effective reach and frequency is also key. Also, of course, is the message. It is not always about what you do, but it is what you do with it.
Don’t sponsor an event; engage the event-goers with a purpose.
Don’t buy a television commercial; buy it in the right programing, create the right message and buy it enough.
Don’t do pre-roll because someone told you to; buy pre-roll targeted to the right audience and give consumers a reason to “click” and more importantly, convert.
Consider media options
Although the hot new trend may not be effective for every client, it’s a good idea to discuss and consider a variety of media options.
First, having all the key metrics mentioned above are critical, but the metrics of knowing who you want and how they buy are imperative. Research is extremely critical to understanding how consumers make decisions, how they are influenced and where they engage and learn.
The importance of being social online must not be overlooked. The majority of Americans now turn to social media for news and increasingly use sites such as Facebook, Twitter and Instagram for entertainment and expert content. Customers who engage with brands over social media feel a personal connection with the product that can be extremely effective in the long run.
Sophistication grows
As the technology advances, programmatic campaigns definitely will become more sophisticated. The need to target a specific audience with laser focus and with a message that is just for a specific audience is crucial in media buying today. Just like many digital advertising trends, the programmatic buying approach has greatly evolved to become an essential tool for a successful advertising campaign.
There are multiple messages and mediums in this three screen world of engagement. The more you can target your specific message the more effective and “hip to the trends” you will be.
Kim Wiest left radio sales and management after 12 successful, record breaking years and founded Platinum Marketing Group (PMG). PMG is a Cincinnati-based marketing and media buying firm, assisting businesses across the country to achieve their goals and create result oriented programs. She is a sought-after speaker and leads sales and marketing training workshops. Kim also believes in community and founded Snack in a Sak, a program that offers a snack to kids after school. She has also served as co-chair for the Cystic Fibrosis Celebrity Waiters and is a supporter of Theta Chi Chapter at Indiana University. Under Kim’s leadership, PMG has won multiple awards and continues to grow her business in revenue and talent with each year.
