In a time of media clutter, it is important for a company to properly decide which media channels would be most effective in achieving greatest results based on company’s investment. One of the best ways to understand this is conduct a research Media TIPs (Touchpoint Impact Potential) allowing to determine which media is the most effective for the specific business in each point of the consumer journey. In general, the most effective media touch points vary across the different stages of the consumer journey. The separate phases can be categorized as follow:
- Awareness
- Information
- Consideration
- Research
- Shop / Book
- Advocate / Loyalty
The main objectives of such research or study should be focused on understanding which media channels within the business category (e.g. Retail, Travel, Entertainment etc.) are most effective in driving each phase of the customer journey from awareness to the actual act of shopping / booking (and to loyalty). Another point we should be mindful of is getting clarity on: How well various media touchpoints fit together to provide optimum result?
Planning media allocations on ‘exposures’ OTS (Opportunity to See) alone is no longer efficient nor optimal. Engagement with the respective touch points is another factor we need to keep in mind beyond investing in media just based on OTSs. Furthermore, different touchpoints affect different targets in different ways and for different brand objectives. It is important to select the ideal media touchpoint allocation for the specific objective and target. In addition, we know the quality of the content (the creative and message) is a key component in the efficacy of each chosen touchpoint. It is important to have the chance to set or experiment with different levels of content variations and understanding the impact on optimal efficiency.