In our last article in this series, we discussed Customer Segmentation.
You’re ready to move to the next level of your marketing: enhancing and differentiating your content and messaging as part of your overall strategy.
In this great post from Perianne Grignon of [x + 1], she argues that the concept of media is dead, sayi
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“obviously at one level – as a means for reaching the right audiences with relevant messages – the answer is “yes”. But if you’re still thinking of media as an array of discreet channels that need to be individually planned for, bought, optimized and managed, the answer needs to be a loud and emphatic “no.”
At Pluris, we wholeheartedly agree with this message. Our Offer Optimization solution runs across all channels, and its goal is to deliver a consistent message to each consumer regardless of channel. About a year ago, we posted our thinking on personas as a means to provide “color” to statistics.
After a year of engaging several major brands in the development of strategic personas, our thinking has only crystallized.
You have probably noticed hashtags during broadcasts, tweets streaming across the screen, second-screen applications where viewers can check in to watch a TV show together online and numerous other examples of the TV industry transforming itself into something more than a lean-back experience. The multi-billion dollar TV industry is fast undergoing a realignment from appointment television on the couch to a real-time, 24/7 entertainment anywhere business. So what can brands outside of the TV ecosystem learn from this?
Mobile Marketer recently covered an interesting GfK MRI panel study-that shows the majority of tablet consumers want personalized ads- and the ability to buy products they are interested directly.
“Seventy percent of tablet magazine readers wish that digital magazines included tailored advertising, showing the need for more personalized experiences, according to research from GfK MRI iPanel.”
