Micro to Macro and the ‘Stairway to Macro Success’
As the digital advertising industry continues to go from strength to strength, more mediums can be traded programmatically – including traditional channels such as TV and radio. This has left advertisers with an overwhelming choice of strategies, resulting in some marketers struggling to scale their programmatic strategies beyond straightforward retargeting. To help, we have come up with the ‘Stairway to Macro Success’, a step-by-step data-driven methodology that gradually takes brands from small- to large-scale audience segments and levels of campaign complexity.
As the world seems to become smaller with new devices and means of communication the choices for advertisers are ever expanding. Looking back at a simpler time when TV, radio and print were the go-to advertising mediums, it was a relatively straight-forward choice on how best to promote your brand. These traditional channels were used to get products in front of wide audiences as opposed to specifying direct targets.
With these formats, assumptions and gut feeling determined which channel would attract the audience most suitable for your product or service. The notion was that as long as the quantity of views was high there would undoubtedly be a handful of quality audience members.
In actuality, ensuring the content resonates with specific audience members is far more valuable than gaining a higher number of views. Still, the dream is to have access to those mass-market audiences! To ensure that you reach large-scale target consumers while maintaining relevancy, we have come up with a solution: a strategy we call the ‘Stairway to Marco Success’.
The ‘Stairway to Macro Success’ is a step-by-step data-driven methodology used to thoughtfully leverage content. Data can facilitate your move from small-audience campaigns (e.g. retargeting) to the mass market of innovative models such as out-of-home (OOH) media and programmatic audio and TV. Additionally, this data-led approach can also gradually scale your investment, maximising your ROI.
The way the stairway works is each step builds the data intake which will be used in subsequent steps. Consequently, you’d achieve the holy grail of advertising: reaching the big audiences promised by traditional advertising mediums – such as TV and radio – but at a fraction of the cost and upheld by irrefutable facts – data!
To understand more on how to execute this ‘Stairway to Macro Success’ read our article on PerformanceIn which can be found here.