If a worldwide pandemic didn’t underscore the need for a diversified media mix, Facebook’s October 4 outage may have been the convincing hyper-focused brands need to spread their media bets across traditional and digital platforms and stay nimble and creatively flexible to survive sudden market changes.
Here’s how your brand can—and why you should.
Why diversify
- Deliver a more complete omnichannel experience to your targets
- Gather more comprehensive data
- Spread out your risk across traditional and digital platforms
- Stay ahead of the curve and adapt to new media trends quickly
- Build brand equity and ultimately trust and interest
- Engage current customers while attracting new ones
How to diversify
- Don’t be afraid to test new channels
- Evolve your plan as platforms and media consumption patterns and metrics evolve
- Understand your target’s journey and have a presence at every step
- Implement creative that is native to each digital and traditional tactic in your mix
Which channels to test
Prioritize those that:
- Align with your overall goals (e.g., awareness vs. conversion)
- Give you the ability to target based on a variety of criteria such as demographics, geography, behavior, and interests
- Are trackable with effective and efficient results measurement
- Drive significant reach and broad coverage
- Deliver a good value for your media dollar
What to watch out for
- Test budgets can drag down overall ROI, so plan on initial spend
- Developing channel-specific creative means more time and money
- Tracking tactic-specific results can be tougher with lack of data sources and more nondigital impressions and multitouch conversions
For a smart media allocation strategy that’s broad, flexible, and focusing on delivering a solid ROI, contact us.
Sources: Broadsuite Media Group, Smartly, Forbes, Right Side Up