We live a fragmented existence. Gone are the days when across the United States, we all tuned into the same TV channel at the same time to watch the M*A*S*H finale. Even the Super Bowl isn’t what it used to be.
As a marketer and communication professional, it’s difficult to connect with a broad swath of consumers. Digital channels provide both solutions and new challenges for getting the message out – but delivering any message to the masses in a meaningful way still takes skill.
By trying to speak to everyone, we often risk not connecting with anyone. Aggregating audiences online through social, behavioral and content targeting is all well and good, but if we just deliver single brand message to them, in many cases it may not be worth the effort.
Exploring this topic and creating innovative solutions for clients has been a focus of mine for the past several years. I’m excited at the opportunity to host a presentation and discussion at SXSW Interactive next year where I plan to share real-world examples of how to connect with large cross sections of demographics and divulge some tips and tricks I’ve picked up along the way.
Clients often ask me for my advice on designing campaigns for different audiences and demographics. Some of the questions I aim to answer in my session include:
• What are the challenges to marketing the same digital campaign to different audiences?
• How can marketers tailor messages and campaigns to these audiences?
• What kind of audience data can be aggregated and leveraged from social media campaigns?
• What are the effective tools to reaching fragmented consumer groups?
• What are the benefits and ROI that companies have seen from tailoring campaigns to specific audiences?
But before that happens, the public has to vote for my panel via the SXSW Panel Picker. So please, vote thumbs-up for me today and everyday until Aug. 27th. And feel free to add your suggestions or questions to the comments section—I’d love to hear your thoughts on the topic.
Thanks in advance for your support!
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