This insight has led the industry to consider a different path. No more trying to hunt down as many people as possible and yell at 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 dialogue.
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: first child pregnant women. 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 dialogue 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 turn 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.
This is the ultimate marketing triangle guide — 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?
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