Your Digital Campaign fell flat. Now what?
By Phil Maves, TNS
Today marketers are hard pressed to uncover a winning formula for advertising success. Hyperconnected consumers are increasingly savvy and demanding of the brands with which they interact, so marketers must become more audience-centric in their approach to advertising. To further complicate matters, when we look at online behavior across multiple consumer groups every demographic is different, making it more difficult to reach some consumers than others. All this makes perfect campaign delivery an ongoing challenge.
Consider this - the best product in the world, with the best ad in the world, won’t sell as expected if it isn’t seen by a receptive audience. So maybe the fault of a failed campaign lies not with the creative, the brand, or product, but with the media plan.
So, where do you go from here? How can you ensure your message reaches the most profitable consumer segment in an efficient and timely manner?
At TNS, we were consistently hearing clients bemoaning the fact that online ad targeting was just too broad. It’s a blunt instrument, trying to deliver surgeon-like levels of precision. Clients began to question the cost-effectiveness of the digital part of their overall marketing strategy.
Better audience targeting is the future. Literally.
We knew in our heart there had to be a better way to target audiences online. Our research instincts told us that the right building blocks were there, but as yet hadn’t been put together in the most intelligent, useful way. Old school media planning and buying were being forced onto a more nuanced, sophisticated platform. A stab in the dark based on best guesses and broad patterns.
To continue reading, download Your digital campaign fell flat. Now what?