Digital Marketing Triangle. The most Important things to implement in your Marketing plan

Ofer Oved
2 min readAug 8, 2019

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Any Marketing executive should understand that Mass Marketing Is dead. there is no reason to have s spray and pray approach.

These insights have led the industry to consider a different path. No more trying to hunt down as many people as possible and yelling at them telling them how good we are.

The digital age demands (and, of course, allows) the selection of a specific and accurate micro-segment as a target audience, to recognize it, value it, gain its attention and develop a relationship that will enable a successful marketing-business dialog.

This is the ultimate EMF in the age of digital — Effective Marketing Flow: Familiarity- Value- Attention — Relations — Marketing dialog.

For example, designating women as a target audience does not apply anymore. Not even pregnant women as such. An effective digital plan requires us to pinpoint a more specific and accurate audience, for example: women pregnant with their first child. This is a micro-segment or a micro cluster with highly defined characteristics, with very similar needs, anxieties, desires and cravings. This is a micro segment format allows you to come up with a set of added values and customized content to gain their attention, and create a genuine relationship.

After choosing a micro segment (or a number of micro segments, usually for multi-brand companies), we select the communication channels with which we are looking to create a dialog with our target audience. You cannot reach a micro-segment through large media companies. This is done through the new type of media — the micro-publishers — Influencers, bloggers and content and community creators, who might not appeal to the masses, yet gain attention and response, sometimes admiration, from the audience we are eager to reach.

The first side of this triangle deals with the precise definition of the target audience. The second side focuses on the correct media strategy for the digital age.

Based on the triangle’s first two sides, the structure and nature of the media budget is set. Avoid putting your money with a company which provides the results of the marketing activity after the deed is done. The current approach is all about micro budget (i.e., we pay a blogger $5,000 per post), measured and managed based on quantitative and qualitative goals.

To summarize the marketing triangle — micro clustering which you achieve through micro publishers following a micro-budget plan of activity.

My recommendation:

Examine yourself — have you defined at least one micro cluster you intend to look at and develop a lasting relationship with? Do you know how to reach that audience through dedicated, precise communication channels while paying them considerable attention? Is this move based on a sensible budget plan?

#marketing

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Ofer Oved
Ofer Oved

Written by Ofer Oved

An experienced C-Level executive In High Tech & Marketing-Tech fields In large companies (as AOL, McCann Erickson ) and startups . lecturer / author/ consultant

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