Executing a productive and cohesive paid media strategy results in two core outcomes that marketers should always be driving towards:<\/p>\n
1. A seamless experience for the target audience.<\/p>\n
Multiple devices. Multiple touchpoints through the buyer’s journey. An endless variety of platforms, channels, content, and ad units to consume. As ad technology progresses it’s getting easier for marketers to create a seamless experience for end-users as they absorb marketing messages.<\/p>\n
The brands that can seamlessly take their target audience through the buyer’s journey with the right paid media marketing mix and the right messages at the right time will win out more often on customer acquisition in the end.<\/p>\n
Achieving that seamless experience is only obtainable when a cohesive strategy runs throughout your plan for execution. Doing so effectively will not only increase conversion rates, but it will drive a higher volume of customers down the marketing funnel<\/a> faster towards conversion.<\/p>\n 2. Streamlined marketing operations.<\/p>\n Cohesive campaign messaging, clear performance reporting, and speed to iteration are battles marketers repeatedly fight on the back-end as they continuously work to drive value with their ad dollars.<\/p>\n The brands that can streamline the execution of their paid media strategy will make more accurate decisions faster and, ultimately, will get the most out of their campaign goals and advertising budget.<\/p>\n Strong cohesion across your paid media efforts and the team executing said strategy gives you the best chance to build a streamlined approach when managing a paid media strategy.<\/p>\n The key to hitting the two desired outcomes above starts with open communication and de-siloing the teams that execute strategy. Everyone who has a hand in your paid media mix must be on the same page and should be continually working together. There is so much to gain by leveraging your paid media platforms off one another. Allowing them to be managed independently across departments in-house or multiple agencies makes it much more difficult to get the most out of your paid media efforts.<\/p>\n Siloed communication increases your chances of having:<\/p>\n The presence of anything outlined above results in an inability to hit the desired outcomes mentioned earlier.<\/p>\n Cohesion across your paid media efforts establishes marketers with the best opportunity to hit their desired outcomes and drive performance.<\/p>\n Here’s where to start building cohesion:<\/p>\nWhy Siloed Strategies Don’t Work<\/h2>\n
How to Build a Cohesive Paid Media Strategy<\/h2>\n
Target the Entire Marketing Funnel<\/h3>\n