Strategy, Creative and Media Buying that Connects
A 2012 Look at the Consumer’s Path to Purchase There have been two groundbreaking pieces of work that give insights into the consumer’s path to purchase: P&G’s FMOT, (The First Moment of Truth), and then revised with Google’s ZMOT (Zero Moment of Truth). In planning 2012 campaigns with an eye on opportunities to engage messaging [...]
1.) LUV’s “Poop, there it is!”: What were they thinking? It must have been a pretty “interesting” focus group that led them to this creative conclusion. In case you missed it. 2.) Netflix (Qwikster): If you received the original e-mail about Netflix’s DVD-rental spin-off, you were probably left thinking, “This must be a joke!” Customer [...]
Segment Your Consumer Targets Rather than looking at traditional, broad based demographic groups, such as “women 25-54,” consider focusing your media strategy on specific key consumer segments. You’ll get very different outcomes if you look at the media consumption of a “single, 24 year old female”, a “38 year old working mom,” or a “54 [...]
