Media strategy, how to deploy communication to the target audience

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Before, things seemed pretty simple in terms of communication and media strategy. We went on the medium or the medium that we like, the one we listen to or read. Then habits were established in the way of communicating. But that was not counting thearrival of digital. The population has experienced changes in media usage and consumption. The relationship to brands has also changed. The arrival of e-shops, the development of social networks both to exchange and to give one’s opinion, the use of mobile,…

So today, how can we integrate digital into our paid communication devices and achieve our goals (notoriety, proximity, traffic)? Should digital replace the paid activation of traditional media (Press, Radio, Display…)?

As a business leader, it’s hard to get an expert eye on all the topics that revolve around it. Communication remains a rather subjective subject, as to the choices of the media to convey the message to the target audience,a question sometimes last minute. And yet, a message, as fair as it is, will not meet expectations if its dissemination is not consistent with the target, the budget, the communication and of course the objectives. We’re talking about a media strategy. And although it remains little known, it is a profession in its own right.

Media strategy, analysis and thinking before mediaplanning

We often try to find out what media to communicate on: radio? Display? But above all at what cost? And yet, there is a first step upstream that will allow you to optimize your budget just as much as financial negotiation with advertising agencies: analysis.
Understand the target profile to better define possible paid media contact points. Put down your brand, its positioning, its strengths and weaknesses, the axis of communication to know what message you want to convey.

Not to mention the main objective to which the communication deployed must respond: to make known? generate traffic at a point of sale? to a website? create a community? working closely?

And it is the synergy of all these observations that leads to strategic media thinking and finally to mediaplanning in accordance with the allocated budget.

Digital to keep up with the trend?

There is a lot of talk about digital transformation. So every company doing its best, tries to integrate this new data into its eco-system: a website, an application, a facebook page, a Youtube channel, … and sometimes all at the same time. But to get to the analysis phase, we would have to focus on the digital transformation of the target audience. Because it is the end consumer who gives the impetus to the company, to the brand. On which digital lever to send him my message? Is it relevant to seduce my target to go on Twitter? What am I going to tell in video strategy?

And while several channels seem relevant to open, content coherence or complementarity is fundamental. Not to mention respect for the DNA of the company or the brand.
In this, communication strategy and media strategy are intimately linked.

The activation of the media in a paid way

The brand has always had a point of sale. She has now launched her e-shop, or created a website, or brought a new point of contact with her audience to better meet her expectations or develop her proximity. The relationship does not end there. Now we have to let people know, or make people come, or make them love. The activation of paid media comes into play. The analysis was conducted, now room for strategic media thinking and mediaplanning. There are several possible strategies to meet the objectives, hit the target, in the allocated budget. The important thing is to keep a consistency in the construction of mediaplanning with all the elements of the analysis.

Each media meets several objectives: visibility, proximity, content, … The format chosen is important. As for digital, it is not a media apart. It is a media, just like radio, TV, press, … which complements objectives. Its multiple variations of levers and formats make it its rich: video, social networks, mobile, programmatic, native, …
It can also be worked in cross-cutting: Press 2.0, TV replay, Connected display, online radio.

Hence the importance of a global media strategy, integrating all media, without dissociating digital. A strategy that can involve several actors (video agency, social media agency, seed agency, media agency, communication agency) and which will require a comprehensive, transparent coordination, for the implementation of the optimum project.

A comprehensive strategy

The media strategy therefore has its place in any communication reflection, regardless of the budget invested, with a significant impact on the business. The choice of media contact points, in line with the target and objectives – key elements of the analysis – allows to optimize the speaking, to make it more efficient, in accordance with the allocated budget.

It is the upstream analysis of the mediaplanning that will define the relevance of each media, each medium.

And digital, like all other media, will be studied: cross-sectional, complementary, solo, with all the levers it proposes.


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