Want to avoid wasting your media budget?
Development of a clear, concise marketing strategy ensures that marketers are best placed and top of mind when your prospects have a requirement for your product or service.
Conducting a media audit is an excellent place to start as it provides a blueprint for future marketing strategies, and gives key stakeholders such as board members the confidence and assurance that marketing spends are well justified.
An audience media audit should cover the following:
- setting marketing and advertising objectives
- competitive environment
- define audiences highlighting your hottest prospects
- delve into who the audience is including but not limited to their
- geographic location
- hobbies and interests
- media consumption habits
- potential media channels
- marketing campaign/ROI measurement.
Let’s look into some of these elements in more detail.
Is your audience hiding in plain sight?
How can you accurately identify where the majority of your target market is coming from?
A good place to start is Google Analytics, which can uncover sources of traffic to your website. For example, is it organic search or a specific listing driving the majority of the traffic to your site?
Analytics can also indicate the demographic profile of website visitors.
Let’s take aged care marketing as an example.
From these sources and experience we know there are two distinct decision makers in the aged care journey.
- The first is predominately female, aged 45-64 years and the daughter or daughter-in-law of the person requiring care.
- The second group is people aged 80+ who are usually the partner/carer of a prospective aged care resident.
Unsurprisingly, dual target markets consume media differently. For example, females 45-64 are heavier digital consumers with 67 per cent having used social media in the past week versus only 23 per cent of people aged 80+ years.
Conversely people 80+ years are 20 per cent more likely to have watched commercial TV on a normal evening than women 45-64 years who are 10 per cent more likely than the population (Roy Morgan, March 2020).
Engaging robust data such as the Roy Morgan database to validate media consumption patterns of your target market drives efficiency into your marketing campaigns and avoids wastage.
Track and learn
Tracking successes or failures are crucial for future campaigns in order to make them more effective and cost efficient. There are many different ways to track marketing and advertising campaigns, which range from simple to more complex.
A couple of simple and inexpensive examples include attaching conversion tracking tags to all digital advertising formats to track source of website traffic. For traditional channels you can set up unique phone numbers for each marketing channel so you can easily identify where the source of enquiry is coming from. Then you can compare the cost of that channel against the number of calls or website visits, which in turn reveals the efficiency of that channel. Once again, this can be done internally or relatively inexpensively via a third-party specialist.
OUR 4 STAGE MEDIA AUDIT PROCESS INCLUDES
Client briefing to clarify primary and secondary audiences
Profiling your audience with Roy Morgan data including where they live, their values, hobbies and media consumption habits
Channel analysis matrix and recommended options based on the client resources and competitive activity
Client presentation and supply of the above data including a discussion on campaign tracking methodologies
Contact Evergreen to increase the effectiveness of your communications