Sri­hari Palan­gala, Coun­try Mar­ket­ing Man­ager, Adobe India (LinkedIn)

Mar­ket­ing has become a lot more com­plex with new media chan­nels and vehi­cles turn­ing many estab­lished mar­ket­ing con­ven­tions on their heads, par­tic­u­larly when you aim to tar­get the right audi­ence with the right mes­sage. I expe­ri­enced this for the first time in a recent plan­ning ses­sion with my team.

We decided to tackle this com­plex­ity with a white­board ses­sion and a round of cof­fees. How­ever, unlike our usual plan­ning ses­sions, as the meet­ing pro­gressed we were con­sis­tently con­fronted by one spe­cific chal­lenge – how could we cover the length and breadth of our heav­ily seg­mented mar­ket (India) effi­ciently (with min­i­mal lead times) and cost effec­tively while also ensur­ing we had the right mix of mes­sag­ing and media chan­nels to ensure ROI.

To help crys­tallise our thoughts around the audi­ence seg­ments, mes­sag­ing, the mar­ket­ing mix and the best strate­gic approach for our cam­paign, we started con­sid­er­ing the var­i­ous aspects of our poten­tial phys­i­cal and dig­i­tal media options. We came up with two new mod­els that we wanted to share with you below.

The first model cap­tures key mar­ket­ing mes­sages, based on whether they are inter­rup­tive or non-interruptive, and the tar­get audi­ence we are try­ing to reach. Using this model, spe­cific styles and types of top level prod­uct mes­sages can be paired with spe­cific audi­ences – for exam­ple, tar­geted core busi­ness seg­ments need more gran­u­lar, spe­cific mes­sag­ing that engage loy­al­ists, acti­vate com­mu­nity mem­bers and speak to prod­uct features.

Model 1: Key Mes­sag­ing Model


The sec­ond model over­lays into the frame­work the choice of the phys­i­cal and dig­i­tal mar­ket­ing medium that might make most sense to use. For exam­ple, engage­ment with a broad out­reach through phys­i­cal media (eg. print, PR, radio, out­door) would likely cover inter­rup­tive mes­sag­ing to show the “big­ger prod­uct pic­ture”. On the other hand, the core busi­ness seg­ment audi­ence requires a higher level of direct engage­ment and one of the best non-interruptive ways to engage with them could be through owned social channels.

Model 2: Media Chan­nel Selec­tion Model

When we applied the thought processes behind Mod­els 1 and 2 to our sit­u­a­tion, we agreed that we were largely try­ing to reach our core seg­ment audi­ence with a min­i­mal spill-over into a broad based reach. In our sce­nario, run­ning live events across the coun­try would be counter intu­itive based on lower pos­si­ble ROI, time con­sump­tion and sig­nif­i­cant lead times. So with these things in mind, we were able to decide on email out­reach cam­paigns, a series of online sem­i­nars (to reach our core audi­ence seg­ments), and non-interruptive online adver­tis­ing as the best strate­gic approach to reach a broader audi­ence beyond end users.

I’d be keen to hear if you think these mod­els could be over­laid on your cam­paigns? What other con­sid­er­a­tions do you make when select­ing your Physical/Digital media mix?

Leave a com­ment below and tell me what you think.