• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Subscribe
  • Submit Content
  • About Us
    • Contact Us
  • Advertise
    • Display Advertising
    • Email Marketing Campaigns
    • Newsletter Advertising
    • Sponsored Content
    • Lead Generation Services
  • Top Product Sources

WholesaleCentral.com Blog

The Industry's Trusted Source for B2B Retail and Wholesale News

  • For Buyers
    • Retail News
    • Products & Suppliers
    • Ecommerce
    • Marketing & Management
    • Trade Show News
  • For Suppliers
    • Supplier News
    • Marketing & Management
    • Importing
    • Manufacturers
    • Warehousing
    • Finance
    • Show Exhibiting
  • Wholesale 101
  • Trade Show Calendar
  • Wholesale Products
Home » Secrets to Successful Integrated Media Planning

Secrets to Successful Integrated Media Planning

November 29, 2016 by Publisher

Media PlanningBy Curtis Tingle

Today’s customer is always connected, opening the door for retailers to influence purchase decisions in the moment. But, as retailers strive to reach and activate customers wherever they are in their daily lives, they must first understand what they are saying with their hands (online and mobile) and feet (in-store).

 Audience and location data serve as unifying factors along shoppers’ complex path to purchase. This data is paramount to a successful omni-channel media strategy – but what’s even more important is the right use of online and offline data to create consumer profiles, isolate geo-targets and identify the best channels for targeting specific messages.

 With this in mind, here are three steps retailers should take for delivering a successful, integrated media planning strategy:

1.       Profile Your Customers with Offline and Online Data

Combining what is known about consumers from both offline and online data sources provides a holistic view of a retail audience. Offline data such as demographics, lifestyle and purchase habits, can help identify high-value consumer locations. Online data captured from digital devices brings real-time, consumer-centric insight, that when paired with offline data, delivers a rich picture of the target audience and how, when and where to activate them.

 2.       Target On-The-Go Consumers

Today’s consumer is busier than ever and receives promotions throughout the day from print, in-store, email, Internet and mobile sources. This has led to an evolution in targeting, redefining geography around a true day-in-the-life of the consumer. Retailers must move beyond just targeting consumers based on their proximity to a retail store; rather, the focus has to be on where a shopper “lives” throughout the day, taking into account the full spectrum of multimedia data sources.

 3.       Consider Media as Complementary, not Competitive

Shoppers today need relevant, multi-media touch-points to inform and accelerate their path to purchase. Linking them by audience and location produces media efficiencies, uniformity in messaging and cross-channel optimization. Rather than competing for a consumer’s attention, print and digital media provide retailers an opportunity for another complementary touch-point throughout the course of the day.

Fostering positive responses that lead to purchases is what retailers hope to achieve in advertising – and integrating print and digital media is proving to be the intelligent way to accomplish this goal. An omni-channel media approach allows retailers to deliver a compelling unified voice across touch-points in every promotion. When print and digital media channels are used together, their impact is greater than the sum of their parts.

Media PlanningCurtis Tingle is the Chief Marketing Officer at Valassis (www.valassis.com). 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 LLC 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 (harlandclarkeholdings.com).

Category: Marketing & Management Tags: how to, November 2016 Issue, omnichannel, shoppers

Primary Sidebar

Latest Posts

Using Blockchain to Grow Your Business

Ecommerce

5 Tips to Boost Ecommerce Conversions

Ecommerce

Success Tips for Food & Beverage Wholesale Distribution

Marketing & Management

8 Entrepreneurial Myths Debunked

Retail News

Improve Retail Pop-Up Experiences with Technology

Retail News

Halloween Retail Displays to Boo-st Sales

Retail News

Sign Up for Buyer Updates

WholesaleCentral.com

Join the Buyer's Network

Get news & updates only for retailers.

Editor’s Picks

How to Build the Perfect Marketing Campaign

Editors Picks, Wholesale 101 for Buyers

The Best & Worst Times to Post on Social Media

Editors Picks, Marketing & Management

Best Made in USA Products to Sell in the Summer

Editors Picks, Featured Products, Made in USA, Product News

More Editor's Picks

Follow Us:

© Sumner Communications, Inc.
6 Research Drive, Suite 420 | Shelton, CT 06484