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Advertising opportunities have never been so complex, diverse and targeted. Thanks to new online platforms, we have more mediums than ever to reach our target markets, but segmentation and customized messaging is critical to success. Reaching the right people at the right time with the right message is essential.
Marketing strategy hasn’t changed as much as the media world. It still boils down to strategic planning, market segmentation, meaningful messages, reach and frequency. We still must capture attention before we can capture the hearts and minds of our prospects. We still must overcome objections. Just buying online ads that stalk customers after they start searching for products and services isn’t enough. The total customer experience still matters. Branding and customer relations are not things of the past.
The quest for online visibility and influence are changing the marketing landscape. These trends are forcing the convergence of marketing, public relations and public affairs. Strategic planning is more important than ever to keep these stakeholder communications in step and on message.
The media landscape also continues to evolve with more fragmentation, but target marketing, segmentation, customization and meaningful messaging still are the keys to gaining market share.