Dynamic Integration™: Targeting
As recently as the 1990’s, agencies knew what media they would use and established budget allocations accordingly for television, radio, print, out-of-home, direct mail, etc. As a result, digital media was rarely, if ever, in the room at the creative briefing. It could wait. Which was a real bummer for the digital media team, especially when those meetings included lunch!
Today, we focus more on geographic, demographic, day-part, and lifestyle targeting, meaning that media is not only in the room at Rinck, but often the first consideration. The Rinck media team can often offer detailed information on what the consumer likes, where and when they view their media. Before creative can begin to work their magic they work with the media team to determine what the platforms, precise audiences and budget allocations will be. We have to know who is being targeted on what platform(s) and what is the desired result(s), before we can build a campaign that effectively reaches the target audience(s).
Media is also a driving force behind segmentation strategy, as a result of a less homogenous market. We can no longer plan media the way it was done in the 1990’s - it would lead to massive expenditures and ineffective message delivery. New media tools have emerged, such as segmentation and advanced targeting, which allow for a smarter and more precise campaign strategy and efficient spending of media dollars.
Being able to find and target the right audience is the critical first step to a successful campaign, proving all the difference between a high ROI and spending money just to be ignored.