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5 Truths of Modern Media Targeting

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With an ever-growing sphere of influence, it’s never been more complicated for communicators and PR professionals to understand who impacts the opinions of their audience most. Learn how to target the influencers your audience already trusts to share your message more effectively.

Publicada em: Marketing
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5 Truths of Modern Media Targeting

  1. 1. 1 THE 5 TRUTHS OF MODERN MEDIA TARGETING
  2. 2. 2 With an ever-growing sphere of influence, it’s never been more complicated for communicators and PR professionals to understand who impacts the opinions of their audience most.
  3. 3. 3 of influencers complain about receiving irrelevant pitches from brands 80%
  4. 4. 4 THE CUSTOMER INFORMS THE TARGETING STRATEGY, NOT THE OTHER WAY AROUND
  5. 5. 5 CHALLENGE Understand who customers are, what they want and what they need TECH RECIPE Make sure PR professionals are targeting vetted, relevant contacts in areas of interest APPROACH Work backwards to try to identify a brand’s target audience 5
  6. 6. 6 GOOGLE CAN’T FIND THE BEST INFLUENCERS
  7. 7. 7 CHALLENGE Building or management of media list and influencer data APPROACH Develop a centralized influencer database that has detailed insights, such as topics of coverage, outlet, audience demographics and more TECH RECIPE Offer access to nearly a million global, vetted media contacts across hundreds of thousands of outlets • 20,000 average updates per day • Keyword, hashtag, topic search • Filter the right influencers to engage
  8. 8. 8 A HIGH VOLUME OF OUTREACH MIGHT NOT BE EFFECTIVE
  9. 9. 9 CHALLENGE More pitches do not equal more results APPROACH Analyze data from previous successful campaigns to better understand what messages were most effective TECH RECIPE Website analytics can show what’s driving traffic to earned media outreach programs
  10. 10. 10 USE TARGET DATA TO TAILOR THE BRAND MESSAGE
  11. 11. 11 CHALLENGE Knowing your influencer APPROACH Gather data on the right influencer to target • Topics of interest • Recent articles they’ve written • Demographics of their followers • Audience reach • Best time to contact them TECH RECIPE Track engagement and pitching strategies within the Cision Communications Cloud™ 11
  12. 12. 12 NOT ALL MEDIA CONTACTS ARE CREATED EQUAL
  13. 13. 13 NOT ALL MEDIA CONTACTS ARE CREATED EQUAL CHALLENGE Consider if high-visibility influencers lead to the right audience for the brand TECH RECIPE Digital Reach methodology • Measures sharing frequency in social channels • More than 400,000 bloggers in Cision’s database • Uncovers niche influencers APPROACH Look at metrics beyond reach
  14. 14. 14 Want to learn more about how the Cision Communications Cloud can transform your PR? REQUEST A DEMO

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