For a long time, a brand’s media strategy consisted of creating an ad campaign around a piece of content—a brand video or special offer—and blasting the same creative across every channel.
What a consumer saw on social was the same as in a banner ad. There was no variance or consideration for the channel, device, or what the consumer was doing or needing at that moment.
Having a framework that focuses on the consumer and its behaviors and needs is critical because it allows you to determine five key factors:
- Channel: Social media, email, search, programmatic
- Device: Desktop, tablet, mobile, smart TV
- Format: Audio, visual, graphic, web content
- Duration/Orientation: six-second, 30-second, 60-second; horizontal or vertical
- Content: Informational, instructional, entertaining
Each of these factors is necessary for providing the most relevant and impactful content.
If a consumer is in the initial consideration phase and engages mainly through social media, then you don’t want to target them with long, horizontal-oriented content that is overly complicated to follow. Instead, grab their attention with a short explainer video designed to be viewed on a phone or tablet.
A framework of moments
This migration from one aggregated customer journey to thousands of individual journeys is the basis of moment-oriented marketing. Customer experiences are now being built around a collection of interchangeable, contextual, non-sequential moments. These moments can be as large as getting married or as small as abandoning your cart on an ecommerce site.
Establishing a framework for how to address a variety of audiences ranging from unknown to loyal is critical to driving relevance and developing trust.
“Establishing a framework for how to address a variety of audiences…is critical to driving relevance and developing trust.”
Regardless of the context, there are always three elements to a moment-oriented experience:
- Audience: Who is experiencing this moment?
- Trigger: When does someone experience this moment?
- Goal: What’s the intended measurable outcome?
These factors help you determine the five factors discussed in my previous blog.
For driving awareness, you’re likely engaging an audience that is less familiar to you (look-alikes of your current customers, for example), and should do so with inspiring videos and animations that garner impressions and clicks.
Meanwhile, when driving conversion, you’re marketing to current customers or recent site visitors and providing them with offers and strong calls to action to make a purchase.
A holistic media strategy should incorporate messages across all three intent stages simultaneously.
In preparation for an upcoming campaign, you may be running a 15-second brand video to an interested audience while also showcasing a special promotion through a GIF or Instagram story to those who have already engaged with your brand and then retargeting an offer through a PPC ad to email subscribers. And if you’re doing it correctly, every touchpoint and engagement will push consumers toward action.
Learn more about moment-oriented marketing
DEG’s paid media strategists use data and customer insights to develop omnichannel media plans that engage your audience with the right message, in the right channel, at the right time. We market to the moment, helping national and global brands grow their businesses and better engage their target audiences. We can help you craft a plan to do the same across your digital channels.
Interested in learning more? Let’s chat about your media goals and challenges.