Cross-media - how do you reach the B-to-B target group?
What cross-media is - and what it has to do with personas _
The consequence of the explosion of new communication technologies and methods in recent decades, with new channels, ever newer formats and forums, is an almost unmanageable range of options for obtaining information, knowledge and entertainment, with the different formats each functioning in their own way, for example YouTube, Twitter or WhatsApp. The former is a film forum, the latter is all about getting to the heart of the matter, while WhatsApp is a social network with its own dynamics, so when we say "cross-media" or "cross-media" in B2B, we mean being present on all of these target group-relevant channels.
The challenge now is to create a uniform image of the brand despite the very different ways in which the formats function. And the question generally arises as to which channels are useful for a B-to-B approach. After all, a movie is different from a newspaper or trade magazine. And social media, for example, works differently to direct marketing, so cross-media campaigns require a broad knowledge and a great deal of expertise of the different channels and their formats and how they work and their significance for society.
This is where the wheat is separated from the chaff. Only a few have this overview, the necessary experience and the required bundling of skills - we have them, all three.
Our
expertise _
Personas - or the description of the target group
The target group is also the be-all and end-all in B2B communication. As important as it is, it can rarely be clearly identified. It is important to define it as clearly as possible. There are various methods for doing this, the most common and obvious being the use of statistics. For example, surveys on age, gender, profession, etc. When developing successful B-to-B communication, it is increasingly necessary to look at and differentiate between the decision-makers - from the middle management level to the user on the store floor who actually uses the product.
The disadvantage: data, statistics and figures are often not very meaningful, not very descriptive and impersonal. This is why the "persona" method was developed: instead of collecting data, an individual character is created - the type of target group. Statistically obtained content is also used here, but is incorporated into the character of the persona, so that the target group starts with a person - vivid and descriptive. This person can be enriched with further aspects, attributes, a psychogram with preferences, consumer, information and communication behavior.
The advantage really lies in the human perspective right from the start. Because here you can ask yourself how this person - this persona - is likely to react to this or that measure. What their passions are, what they are interested in and what they are prepared to spend money on, activating and utilizing each person's own imagination. The persona gains in profile and expressiveness with each additional person involved in its development.
Topics _
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Christopher Mohr & Moritz Blank
Christopher Mohr
0711 72847-15
c.mohr@diegruppe.de
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Moritz Blank
0711 72847-30
m.blank@diegruppe.de
LinkedIn