Know how your audience and where they receive their information: Selling your product or service is your ultimate goal, so you must know who your target audience is and how they like to receive their information – is it magazines, websites, newsletters, podcasts, webinars, tradeshows? One way to help learn about your online audiences is to use Google Analytics, which offers powerful insight into the behavior of visitors to your website. You can use it to identify which sites visitors come from, what their demographics are, which content they view the most, and how loyal and engaged they are. Once you analyze the behavior of your audience and know where they are tapped into, you can identify the correct channels to reach them.
Match your product/service with the right media: Once you know your audience, it’s critical to make sure you are matching your efforts to the right media since certain media have more appeal to different groups. When you know which media specialize in your specific niche, it makes it easier for you to get quality coverage because you’re giving them stories they are already looking for. For example, a hot new mobile app company might want to focus on targeting online media sources frequently visited by a mobile-savvy audience rather than radio or TV sources.
Continually evaluate your media mix: Once you have followed steps one and two above and have a solid understanding of which your best audiences and media outlets are, you must continually evaluate the effectiveness of your mix. Trends, opinions and perceptions change constantly, and your chosen media mix will not be immune to this. By actively evaluating and researching your media mix, you can identify patterns and implement adjustments as your audience and their preferred media outlets change to ensure your mix continues to make the best impact for your efforts. ( Pan communications)
How Do Media Agencies search their target audience
Interactive marketing is a one to one marketing process that reacts and changes based on the actions of individual customers and prospects. This ability to react to the actions of customers and prospects means that trigger based marketing is dramatically more effective than normal direct marketing.
It depends on customers expressing their preferences in order for marketers to respond to their needs in an appropriate way and produce applicable marketing measures (Marketing schools, 2012). The capability to address a consumer and the ability to collect and retain their response are the two fundamental features of interactive marketing communications. Interactivity is therefore seen as a tool that allows good marketing to result in good communication (Sorrell et al., 1996).
Intermedia And Intramedia
Intramedia is competition between media within the same type of medium whereas Intermedia is competition between different media types.
Google books
Media Studies: Policy, management and media representation
By Pieter J. Fourie
Then think about who these people are, which industries they work in, what they like, what they read, what motivates them, age ranges, personality traits, where they hang out, technical know-how, how likely they are to use social media. Really do your research and segment your audiences by creating profiles for them. You may uncover some less obvious people that could be great for you. Keep a record of this, a simple spreadsheet will do, and make sure you review and update it, adding others as necessary.
Also identify your key influencers. These could be people that stand out within your communities, people that others listen to, people that create action (not necessarily those people with thousands of Twitter followers). They could be peers, journalists, thought-leaders or other stakeholders. People with game-changing opinion and ideas. People who challenge the norm. Or simply people that talk sense.
The types of audiences you could be looking for include:
- Current clients or customers
- Potential clients or customers
- Associates of current/potential clients or customers
- Journalists and editors
- Bloggers
- Suppliers
- Affiliate businesses
- Thought-leaders
If you don’t know who these people are, make the most of the various free monitoring tools to track who is talking about the keywords associated with your business: such as Google Analytics, Social Mention, Delicious and Board Reader. This should highlight who has a voice in these subject areas.
Once you’ve profiled the people you want to connect with, you need to find them. This is an on-going process and takes a little time. This will give you a good idea of which social platforms you should have a presence on, so keep your mind open to niche sites as well as the big guns.
As for finding people, there are a bunch of tools you can use to help you find them on the main social networks:
How to find people on Twitter
Search.twitter.com is a favourite. It has a wide criteria range to search on, including location (handy for local businesses). Also use this tool to find the key influencers in your industry and browse their follower/following lists. You could find some great people to connect with there.
Twitterrel lets you find people talking about related topics.
Twellow is the Twitter equivalent of the Yellow Pages, a directory sorted by occupation.
Just Tweet It is a directory sorted by interest.
Tweepz help you find people nearby.
Also pay attention to hashtags being used for events, you could find some great people there.
How to find people on LinkedIn
Search for the names of those people you’ve already identified by name using LinkedIn’s search box. Also make the most of the advanced search feature.
You can also use this search box to search for keywords that will be included in profiles. Make the most of using OR or AND in these searches to include a few keywords (OR allows you to look for any one of those terms in the profile, AND allows you to look for a number of words).
You can also search for people using their email addresses.
Join groups that fit your interests or industry. Once you’ve been accepted as a member, browse the member lists and find people with shared interests that you want to connect with.
Use the Questions and Answer function to start a conversation around your key subject area. You’ll find those people interested in this subject will respond to you, after which you can connect with them.
You can’t simply choose to connect with people on LinkedIn as you can with Twitter. They need to give their approval (which I’m a fan of), so if they’re connected to you through someone you’re connected to, request to be introduced to them.
Know Where Your Customers Spend Their Time
Three recent research studies show active Internet users spend anywhere from 16% to nearly 25% of their online time on social networks.
Find Content That Will Resonate Deeply With Your Audience
The comScore graphic above shows an upward trend in online entertainment consumption. Given the growing numbers of consumers ages 18-34 who watch videos and engage on social networks simultaneously, it is important for marketers to become skilled at engaging in conversations about hot cultural topics seen in the entertainment industry.
Nielsen’s study revealed that owners of mobile devices are increasingly multi-taskingwhile watching a TV program. While the majority of people check their email, a significant 44% also visit social sites.
By socialmediaexaminer.com
http://blog.prspeak.com/blog/3-tactics-for-picking-the-right-media-mix
http://www.socialmediaexaminer.com
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