Do you have a plan mapped out for this year?
Have you mapped out a plan for this year? A plan guides your actions. It is a hypothesis based on observations you have made, and intended to give you a path to follow. However, like most things in life, plans are made to be broken, optimized and improved upon.
This is our specialty
As media planners we specialize in creating plans for others. Our philosophy of data-driven storytelling is based on the scientific approach that all messaging and creative is based on a mathematical formula and a model that can be crafted to extract the correct signals from performance data to further refine the message and drive higher performance. Traditional models are based on a customer journey of awareness, to interest, to desire, to action. Newer models consider awareness and competitive clutter. They account for a subset of the audience who are decision makers versus those who are simply influencers. Also, they account for the different types of engagement you can expect from each.
Your model should not be linear
A customer journey is not linear. Therefore, your model can’t be linear either. Your prospects will weave in and out of the journey at different points. Thus, you want to ensure your messages are delivered to them at the correct points regardless of when and where. You also want a model that accounts for supporting their decisions to engage. These are accomplished through retargeting and content distribution as means of helping them stay engaged. Also, you are helping them feel more in alignment that you are the right partner for them to consider.
Do you constantly update your plan?
Do you build a media plan each year? Each quarter? If you simply renew what you did before, you are destined for it to stop working. I believe you should build a new plan and rebuild your model every year, whether it is working or not. The greater economic context around your business is constantly changing. Therefore, your plan should too. If you need help, we are a phone call away.
Carolina Macedo, the author, is Project Coordinator of Marketing Keys.