Monday, January 15, 2007

Media Intelligence

Fortunately for our marketing discipline data analytics has proliferated significantly over the last years. It’s not just that some of the most popular economists (e.g. Stephen Levitt) have used statistical means to understand phenomena but that almost every marketing discipline has been penetrated and heavily influenced by the scientific approach of analytics. But one of the most important disciplines for any marketer today has shown mixed willingness to be “enlightened”: Media Planning and Buying.

Looking at Wikipedia’s definition of Media Planning…: ”Media expertise and media buying consists of studies and techniques aimed at optimizing the efficiency of advertisements by determining the media best suited for reaching the largest number of readers, listeners, viewers or clickers who are part of the target market. Media expertise has become increasingly important with the decline of traditional television advertising, the complexity of TV viewer data, dramatically changing consumer media habits, and the depth/breadth of alternative communication platforms.”, …it becomes clear how instrumental and complex Media is in making any smart marketing decision in today’s world.

Therefore, Media Planning and Buying need to embrace a significantly deeper utilization of data centric intelligence and rely less on the genius of individual planners. Consider these three enormous challenges:
  • Media owns the understanding of the “Moment” dimension of any communication. When is the right moment of intersecting/interacting with a consumer? This question becomes more and more difficult due to the increasing behavioral fragmentation of consumers (Groups with same behavior patterns are getting smaller and smaller, therefore the number of groups with same behavior patterns are growing) and the multi-media interaction patterns of most consumers (Consumers rarely interact with only one medium in one moment).
  • Media owns the smartest distribution of marketing investment dollars, not just across channels but also across geographies, consumer segments, times, and product categories. The intrinsic complexity of this challenge requires an approach that combines analytical data intelligence and technology based planning solutions. One brilliant mind alone won’t be able to solve it anymore, despite all attempts to capture it in a multitude of excel sheets
  • Media owns the creative opportunity of designing unique “events” that attract the consumer’s attention in todays crowded and over stimulated world. But the creative genius of inventing these events needs to be inspired and driven by data intelligence. If not they become just self serving advertising events.

Hopefully we will see more Marketing Geeks entering the Media Planning and Buying field as one of the most central marketing disciplines, always with the mission of fundamentally changing the process of creating media solutions. We might not know everything yet of what and how it has to change but it will and needs to change.


Anonymous seslisohbet said...

Thank you for sharing a nice article.
Congratulations on your posts, not go from your site successful.

6:13 AM  
Blogger Th Brijesh Pratap Singh said...

When you love what you do then work doesn’t seem like work!If creativity is what you are all about and if animation isyour first love, then rush to ZICA today! And let yourpassion lead you!Mercedes has set the pace in taking initiatives. In August, it signed up as the automotive partner for all motor sporting events at the Budhh International Circuit in Greater Noida for two years. The Mercedes SLS AMG-with top speed of 317 km/hr-will be the 'safety car' for all racing events at the circuit. It will also provide cars to race officials.

Volvo Alternator

5:57 AM  
Blogger Lili Wang said...

coach factory outlet
louis vuitton
oakley sunglasses
louis vuitton outlet
cheap toms
prada shoes
louis vuitton handbags
replica watches
louis vuitton uk
michael kors outlet online
concords 11
prada uk
polo ralph lauren
insanity workout dvd
coach factory outlet
louis vuitton outlet
coach outlet
michael kors outlet online
coach factory outlet
michael kors outlet
jordan pas cher homme
abercrombie outlet
ralph lauren sale
nike air max
oakley sunglass
coach outlet
timberland boots
louis vuitton handbags
beats by dr dre
coach factorty outlet
cheap jordans
louis vuitton

11:42 PM  
Blogger 风骚达哥 said...

20150831 junda
ralph lauren homme
new balance shoes
gucci uk
tory burch outlet
north face uk
ray ban outlet
kate spade outlet
louis vuitton
christian louboutin
air max 95
nike blazer low
fitflops outlet
prada outlet
ralph lauren outlet
gucci outlet online
uggs outlet
coach outlet online
mont blanc pens
basket ball shoes
ed hardy
longchamp handbags
ray bans
pandora charms 2015
running shoes
hollister clothing
coach outlet online
nike blazer
nike air max 90
pandora jewelry
coach outlet store online
cheap jordans for sale
oakley sunglasses
oakley sunglasses sale
kate spade outlet online
rolex watches
jordan pas cher
coach factory outlet
sac longchamp

10:17 PM  
Blogger Junda Xu said...

20151027 junda
coach factory outlet
nfl jerseys
Gucci Outlet Online Sale
Abercrombie T-Shirts
hollister clothing store
ugg boots
michael kors outlet
Michael Kors Outlet Handbags Factory Price
ugg boots
toms outlet
mont blanc
michael kors outlet
michael kors outlet
Coach Outlet Store Online Shop
canada goose outlet
michael kors outlet
Abercrombie and Fitch Outlet Sale
Louis Vuitton Bags Outlet Store
michael kors bags
Wholesale Authentic Designer Handbags
ugg outlet store
air max 95,nike golf,nike janoski,air max 1,nike canada,nike plus,nike shox,nike factory store
michael kors handbag
Louis Vuitton Handbags For Cheap
cheap ugg boots
Christian Louis Vuitton Red Bottoms
coach outlet store online
true religion outlet
canada goose jackets

3:38 AM  

Post a Comment

<< Home