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Description
Media has been classified into brand and performance categories for a long time, but those classifications are no longer relevant. Marketers should instead recast their media efforts around persuasion and precision — a new taxonomy that centers media around the customer rather than around channels. Persuasion and precision media provides a construct for marketers to better connect with their consumer and improve customer acquisition and retention.
Key takeaways:
- Stop classifying media as brand or performance.
- Brand and performance marketing were meant to align to stages of the funnel.
- Persuasion and precision better account for the entire customer journey.
- Precision media uses influential channels that target customers by interest and intent.
- Use media for more than just acquisition.
Target audience level: intermediate
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