If you want your target audience to be at the centre of your media strategy, you need to use your data. It’s as simple as that.
In today’s customer-centric world, data is essential for any successful media strategy. It can help you to understand your audience, optimise your content, deliver powerful omni-channel campaigns, and improve your results.
It’s no wonder, then, that two of out three leading marketers admit that data-based decisions beat gut instinct, or that data-driven campaigns lead to increased conversion and customer acquisition according to 78% of organisations.
Yep, if you want to build trust and loyalty amongst your target audience, data is your secret weapon. Here’s why:
6 reasons why data is your secret weapon for your media strategy
1. You can truly get to know your audience
If you want to create a successful media campaign, your first step should be to take a close look at your data so you can get to know your audience.
Who is your ideal customer? Which media channels do they consume? By using your data, you can go beyond basic demographic information and instead begin to really understand your potential and existing customers and what makes them tick.
Doing so means you can target each customer segment (more on that below!) and tailor your marketing strategy accordingly to ensure your campaigns reach the right audience, at the right time.
2. You can target the right people
Once you get to know who your audience is and what drives them, you can target your media strategy accordingly.
Precise targeting enables you to tweak your media strategy to ensure you are reaching out to the right people whose interests and behaviours correlate to your brand, ensuring that the level of exposure to your media campaign is as high as possible.
By establishing the best audience for your media campaign, you can be confident that your messages are being received by the right people and be completely confident that your strategy is on the right track.
3. You can choose the right format
Now that you have a clear understanding of your audience, what makes them tick, and what media channels they consume, you can choose the right format to ensure your media campaign delivers the results you need:
Broadcast media
From TV and radio to podcasts, broadcast media enables you to deliver anything from mass awareness to highly targeted and trackable performance metrics.
Print media
Print offers a unique opportunity to reach your target audience directly in their home or workplace to deliver reach, frequency, and direct response.
Digital media
From paid social and display advertising to digital radio and addressable TV, digital media enables you to target your campaigns with pinpoint precision.
4. You can create omni-channel campaigns
Whilst all the media channels above are powerful in their own right, if you want to ensure your media campaign is a success, you need to utilise your data to deliver multi-channel campaigns.
Doing so can not only increase engagement but can also help to ensure your audience is constantly seeing content from your brand across all the different media channels they consume.
The power of omni-channel campaigns is impressive, with 73% of marketers saying that cross-marketing has a great impact on conversion rates, and campaigns that combine digital and print deliver a 25% higher response rate than digital campaigns alone.
Want to find out more about the power of omni-channel campaigns? We explain how omnichannel campaigns can deliver unbeatable ROI in this blog.
5. You can make it personal
Another powerful way that data can help you hone your media strategy is by enabling you to create personal campaigns.
Let’s face it, in today’s world, it pays to make it personal. 79% of people won’t even consider engaging with a brand unless they personalise their content, whilst 74% even report feeling frustrated by seeing irrelevant content from brands.
By using your data, you can get a holistic view of your target audience so you can ensure your media strategy is relevant to them.
6. You can become more agile
Finally, using your data enables your media strategies to be flexible and agile so you can keep improving them as you go and have the ability to be reactive in them.
You can get a detailed analysis of which campaigns and channels are most effective at driving leads and sales by tracking your interactions across each platform and media channel.
Having your finger firmly on the pulse of what is working and what’s not means you can hone your media strategy to ensure you are getting the most out of your spend. Not only that, but once you know which campaigns have worked well, you can recreate them for the future.
Want to start joining the data dots?
Despite the importance of data in creating successful media strategies, many companies find that collecting and understanding their data can be overwhelming, time-consuming, and expensive.
That’s where we come in!
We’re an award-winning media agency that’s guided by data and that places strategy at the heart of everything we do.
Whether you want to use your data for acquisition, retention, or cross-selling, there’s nothing we don’t know about creating powerful, data-driven media strategies so we can join the data dots to create meaningful insights that deliver real results.
For more information on how our data solutions can help inform your media strategy, contact our team of Dotters today.
