May
19
The best media strategy is an integrated media strategy…
ByTo reach target consumers marketers need to understand those consumer’s behavior. Mapping out a typical time study of a sample consumer is a good way to target that consumer directly. This can be done be developing a calendar of activities that John Consumer and Jane Consumer will take on a 24/7 basis. They will work, they will drive their kids to baseball or soccer, they will watch cable news during the week at night, they will follow their favorite local sports team, they will go see a movie on Friday night, etc. By developing a schedule for the typical target consumer you can better target your media touch points. Running ads on websites they may visit to get news while at work, running radio spots on radio stations while they are driving their kids around, and running television spots on cable channels are all ways of using an integrated strategy to develop a conversation with your target consumers. As media continues to expand, cross-over, and introduce new outlets new opportunities for strategically targeting John and Jane Consumer are opening up.
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