They’ll transmit this information to strategic planning for increased fluidity. Working daily with the DSPs, media buyers will be perfectly placed to audit segments available on platforms. At their side, the media agency will be their best ally. The latter collaborate with their company’s research departments, experienced in the “classic” exercise of creating personas. The team should be led by the media or digital marketing department, who will act as the brand’s guarantors. This feature team will also need media buying specialists to meet the challenges of media activation. To achieve this, a multidisciplinary team must be created, combining strategic and operational skills, including brand specialists, data experts and research managers. Although it isn’t suitable for media activation, that doesn’t mean it isn’t adaptable. The strategy of creating and using personas in marketing has proven its relevance in creating personalised web journeys, effective content, packaging and offers tailored to their audiences. A final advantage is the ability to manage media investments in real time, based on the performance and characteristics of each persona. It should be noted that personas, and therefore targeting capabilities, will evolve over time, as new segments appear on various platforms. Apart from programmatic, it’s best to draw on segments available in the DMPs of media and technology partners to apply the same method. On Display and Video networks, a thorough knowledge and audit of the different segments available in the market’s DSPs provide the material necessary for the development of directly activatable personas. In social media, it means gathering data from brands considered to be twins, or with characteristics close to the company’s identity. In other words, build personas based on the segments available in the tools. To remedy these issues, it’s best to adopt a pragmatic approach that reconciles strategy and operations.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |