LIVONIA, Mich.--(BUSINESS WIRE)--Valassis, a leader in intelligent media delivery, shares three essential keys to achieve integrated media planning as marketers strive to reach and activate consumers wherever they are in their daily lives.
With today’s changing media landscape and intricate consumer path to purchase, the combination of location and audience are the unifying factors across media touchpoints. Paramount to a successful media plan is the right use of online and offline data to create consumer profiles, isolate geo-targets and identify the best channels.
“Marketers must reach, engage and influence consumers throughout their entire day,” said Curtis Tingle, Valassis chief marketing officer. “This involves precisely planning, executing and optimizing campaigns that connect the appropriate online and offline data intelligence to create relevant, cross-channel media plans aimed at continually improving performance.”
The three keys to integrated media planning that help marketers devise successful campaigns are:
Target the Right Location
Today’s consumer is on the go – not tethered to a single location – and receives promotions throughout the day from print sources, in-store, email, the internet and mobile. This has led to an evolution in targeting to redefine geography around a true day-in-the-life of the consumer. The more traditional retail trade area was based on the proximity of a retail store to a consumer’s home. Now the focus is on where a shopper “lives” throughout the day, leveraging additional data sets.
Define the Audience with Offline and Online Data and Insights
Pairing what is known about consumers from offline data with online data provides a holistic view of a brand’s and retailer’s best consumer. Offline data such as demographic, lifestyle and purchase habits can help identify high-value locations. Online data captured from digital devices brings real-time consumer-centric insight that when paired with offline data, delivers a richer picture of the target audience and how, when and where to activate them.
View Media as Complementary, not Competitive
Today consumers need relevant, multiple media touchpoints to inform and accelerate their path to purchase. Linking them by audience and location produces media efficiencies, uniformity in messaging and cross-channel optimization. Print and digital media do not compete for a consumer’s attention, but rather complement each other as touchpoints throughout the course of the day.
“An omni-channel media approach has allowed us to deliver a compelling, unified voice for our brand,” Bindi Menon, interim chief marketing officer for Captain D’s, LLC, said. “Keys to our success include reaching our consumers throughout their day, delivering greater frequency to our most valuable consumers and using data to drive media decisions. The final key to success that we have found in an omni-channel environment is consistency. We strive to deliver relevant and fully integrated messaging to our consumers using complementary media channels for every promotion.”
To learn how Valassis solutions can help with integrated media planning, please visit valassis.com.
About Valassis
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings Corp.