There is a content and media surplus. Attention defecit. Consumers have tunnel vision. Their media consumption habits and behaviors are unpredictable.
This makes it extremely difficult to reach an audience.
Whether it’s an ITDM, a physician type, millennial, developers or an affluent consumer, you name it. You can’t just launch a campaign and expect to make a difference much less any business impact.
But imagine if you had the intelligence that define their behavior online? What type(s) of media they consume, their specific language and context when talking about key issues? Their platforms of choice or what time(s) they are online? Essentially, knowing what makes that specific audience unique from everyone else?
This intelligence is critical. And, this is how you break through the clutter and reach your audience with content and ideas that matter – to them, not you.
Everything else is just a guess.
A lot of folks talk definitively about storytelling, being human and of course content marketing. And many of the campaigns referenced are certainly creative with catchy tag lines, cool hashtags, interactive video, etc. They may even get a nice write up in Digiday or Adweek.
But I wonder how impactful these campaigns really are.
Below are some slides I put together an approach that leads with audience architecture which should be the backbone for all marketing campaigns.