Capitalize On New Choices for Audiences
New channels (or new versions of existing channels) may also change your media mix. The change might be short- or long-term, but it’s sure to change your channel strategy and prioritization of those channels. Data is one of the best ways to identify if audience preferences are changing. This can be first-party data (your data) from campaigns, web analytics, CRM, etc. Or changes in channel consumption trends that can come from third party data – analysts’ reports, publisher studies, etc.
Audience choice will continue to be as fluid and evolving, as is any dynamic in marketing and advertising. Some changes will be evolutionary and some will be revolutionary. Some will be long lasting and others a “flash-in-the-pan.” Ultimately, there’s no one “right” mix for any audience. However, a disciplined and continuous process of testing and optimizing will not only help you stay on track, but also enable you to take advantage of (and be a first mover with) new opportunities.