Advertising can be one of the largest line-items in your marketing budget. That’s why it can be particularly painful to feel like your media plans are sort of a mystery. We often hear that media plans are based on too much subjectivity and too little data; focused too much on tactics and too little on strategy. Ask yourself these questions:
- Are you relying on your media vendors to provide data on who your best prospects should be? Even the most forthright vendor has a vested interest in how they showcase their data. All too often your best prospect exactly correlates with their audience.
- Are you relying on primary or syndicated research? These can provide valuable insights, but are often based on uncomfortably low sample sizes, household-level data, or opinions about future behavior.
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