Strategy, Creative and Media Buying that Connects
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 [...]
Marketing strategists invest a great amount of time debating the percentages of media to allocate in new media versus traditional media. However, to the consumer there isn’t a distinction between “old” and “new” media; it’s all just media to them. While we will always be responsible for delivering “top down” messaging and ROI, we can [...]
In an age of geo-, contextual, behavioral and re-targeting, why can’t Arbitron’s radio ratings service provide something as simple as demographic data at the zip code or embedded city level? Even more baffling is that in the age of commercial “engagement,” are we supposed to believe that being included in ten minute plus commercial break [...]
