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Context is king, in the evolving world of digital media

2 min read - by Michele Reale - Media Director

Modern digital media lets you tune in to your key opportunities.

Media Director, Michele Reale, discusses how to drive successful campaigns and help your media cut through crowded channels.

Starting a meaningful conversation with consumers can be difficult, especially in a crowded digital landscape. That’s what creates the context for our messaging. Isn’t it time we turned this knowledge to our advantage?

In the latest B2B Benchmarking Report (2021), I talked about how we can develop new strategies for making the most out of modern media.

As professional marketers, we need to rethink how we perceive our own campaigns and consider more inventive ways of measuring our success.

We know that a well-placed message in the right place, at the right time, can be effective. Classic metrics, such as click-through rate, still have value.

However, 95% of the time, these overlook valuable information because the consumer continues their journey and is exposed to other media.

This is the importance of context.

We need to appreciate that our media only accounts for a fraction of what the consumer experiences. Once we accept that, how can we determine how successful our media has been?

It all comes down to how you determine impact.

The most important characteristic of a media campaign is whether it’s boosting revenue over time. It’s too easy to get lost in the weeds and focus on short-term measurements, like clicks, leads, and sales.

When in doubt, zoom out.

The digital media landscape is complex and measures on an individual level are becoming more challenging due to privacy legislation as well as data fragmentation, although there are more sophisticated metrics you could explore. Take a broader, longer-term view of success and redefine what an effective marketing campaign should look like, over time.

Get to know your consumers.

How can you know whether it was your banner ad, podcast mention, or a review on a third-party website which eventually caught the consumer’s interest? Conducting qualitative research before and after your campaigns can help to reveal hidden gems of insight.

Cut through the confusion with clear messaging.

You have to compete for the consumer’s attention. Across multiple channels. There is one thing you can make sure of – always stick to your message.

Align your teams across different channels and make sure that everyone’s focused on the same outcome. This will help you to measure the success of your campaign more accurately.

Finally, we all must focus on quality.

At Twogether, we know how tempting it can be to rush towards each and every new opportunity that we see, so we can boost revenue for our clients.

We’ve been named the fastest-growing agency for a reason – and, naturally, we want to bring that energy to everything we do.

But, in such a crowded media landscape, it’s the well-considered, high-quality campaigns that will really stand out from the rest. That’s where we find that focusing on context matters the most.

Let me know what you think, I’m always happy to discuss media strategy. You can get in contact below, or have a read through my article in the B2B Benchmarking Report (2021).

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[1] IPA and the Financial Times, The Board Brand Rift, June 2019.