Buying local media is an art form and has never been more complex with the massive proliferation of media options. Most companies at some point buy local media – whether it’s a test marketing initiative for a fortune 500 company looking to target 5 key local markets, an emerging brand that has targeted cosmopolitan cities, a national brand looking to provide local dealer support in a specific market(s), or a destination retailer focused on their local trade area.
The power of video continues to grow exponentially. It engages audiences of all ages. It empowers marketers to deliver authentic content & build brand relationships. Most importantly, it influences consumers in a channel like never before.
We know it. We live it every day. Mobile marketing’s growth is not slowing as we move into 2017. All industry reports indicate that mobile is one of the fastest growing and most impactful drivers in connecting consumers where they live, work, and play. This can’t be ignored and certainly needs attention before others gain the attention you want and need as a brand, whether national or local.
What better way to kick off a new year than really understanding what is going to make an impact in your advertising strategy? MediaMax and MPA (The Association of Magazine Media) came together to uncover your answer to driving results. In this case, it IS all in your head. In fact, it’s called Neuroscience.
It’s a new year. Lots of predictions, planning and projections. We’re sharing our recent favorites. Some great insights and ideas to set your strategy straight. Are you ready? 2016 has been a year of shifts in social media, technology and digital marketing. Influencer marketing went mainstream, the internet became all about video and every digital marketer is looking for a way to connect business outcomes to their social media efforts.
National ad campaigns can do the trick when marketers want to increase brand recognition. But, it’s local advertising that garners local attention and brings customers through the door. In fact, ROI studies confirm that local investment and activation drives overall higher lift. With the proliferation of omni-channel solutions, local marketing is no longer a fragmented, piecemeal space. Local advertising, sponsorships, and partnerships are now a critical way to court customers where they live, work, and play.
Marketing is a funny thing. Being in marketing is even more amusing. We live, sweat, and die by marketing to the right people at the right time. Yet, we are mis-marketed all day long. [Sigh]. What I do know is that Marketing is indeed an art and a science… and it’s not always as easy as it seems. Take it one step further ̶ local marketing.
There’s no dispute that technology has transformed the way brands advertise and market themselves. The disruption is exciting but also very daunting. As an attendee at the BIA/Kelsey NEXT Conference in Boston this week, the message remained clear. The landscape is evolving at warped speeds and it’s not going to slow down any time soon. So, it’s actually ironic. Boston is one of the oldest cities in the country, with a great history and a familiar heritage. Yet, industry peers spent time discussing the future of local digital advertising and marketing.
The speed of change in media is mindboggling, with today’s trends becoming yesterday’s news faster than you can blink. But that’s no excuse not to plan your strategy based on hypertargeting your audience. Speaking directly to your audience trumps all. But, media is the critical piece that makes it all happen—whether traditional, digital or other emerging media. So, what keeps us up at night? Budget constraints, multiple markets, and too many media choices to consider. Traditional media is still core to an advertising strategy, but digital is the new black. We all know that. It’s the emerging channel … we all need to educate, influence, and activate into our strategies.
Just like people, no two markets are exactly alike. Each has its own unique DNA of media consumption and buying habits. Take Sacramento, CA and Atlanta, GA—roughly the same population, but day and night when it comes to media usage. It’s not hard to recognize that a one-size-fits-all approach is not the answer for advertising strategies. We all know that. In fact, it has gotten even more complex with the tidal wave of digital capabilities that has swept the media landscape….programmatic, video, streaming TV and radio, display, and more.
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