Managing Media Fragmentation



Media fragmentation keeps occurring and that makes it increasingly difficult forfragmentation marketers and advertisers to follow pace. What can brands do to maintain relevancy and influence? The key is integration. By integration we are more specifically referring to sharing data, and sharing it quickly.

Knowing when to utilize paid search versus display versus social or email maybe important but knowing how to optimize between them is a necessity. Look at each data that is shared between each tactic and the team can then view the dates realistically. This will enable more informed decisions to help allocate funds as to what’s working and fill gaps. It is not sufficient to just set a budget by tactic and leave it. Budgets need to shift around based on how consumers are moving through the digital landscape.

 Apart from tactics, it is also important to pay attention to all the digital devices that a consumer uses. There are a lot of studies out there to elaborate on multi-screen behavior. Flexibility in terms of shift strategy and dollars by device will help marketers and advertisers stay with the consumers as they zap through their new multi-screen lives.
So how can teams be more responsive to their data? Start with knowing how all tactics and devices work together and what levers are best to pull when optimizing results. However, you do not necessarily require attribution modeling to begin a building campaign integration.

Frequent meetings with the entire team will help begin the process with sharing of data, bringing in a stronger view of what your target audience is doing online and where you should be focusing your efforts. It will also aid in ideation for both, tactical and larger solutions. You can easily get carried away with the daily routine activities associated with your campaign, so you may not get a chance to see what the other teams might be doing. It is easy to loose track when agencies handle different parts of the business. If you push to share data and more closely work together though, the overall benefits are well worth the effort.

Few things to keep in mind:

Clearly identify your audience

Have a clear concept of what you want to communicate

Target your messages to your audience preference

Understand your audience’s media habits

Use a mix of media to deliver your message

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