Marketers have budgets and a need to connect solutions with needs via a communication plan. Consumers have a myriad of options to consume information, transact, and communicate; they don't really care about those plans. But, what if we could see across content, commercial, and communal sites? What could we do?
Book of same name) This would provide insights into how people actually progress along the customer journey - what content, what devices, what sequence and what result. This would be particularly valuable in a category like 'retail.' An HBR blog post from frog design illustrates a mapping approach to the journey.
Going beyond the research and strategy there is one other option when you have access to all of this data: Create the Media Plan based on three elements:
- Content Consumption Habits: what types of content do people consume when?
- Device and Place Preferences: how and where do consumers use content to aid their journey?
- Path and Flow Rates: what scenarios exist in the landscape that maximize media efficiency and effectiveness?
The idea of converting data into media plans came about based on a discussion I had with Varolo, a company that pays people to watch ads. While too small to provide substantial reach it could be used as a research platform or more interestingly as a platform for creating media plans by profiling what members who like an ad do.
And if you integrate consumer transaction data, the story gets more powerful.