Digital marketers have become very adept at finding a target audience. We have developed amazing technology for marketers to target potential customers and the 5+ connected devices they use on a daily basis.
Yet, we sometimes fail in how we talk to these very targeted audiences once they arrive. We are not focusing enough on experience, device, and time/place of the user we’ve worked so hard to identify.
Our recommendation: Start with audience planning, then move to screen planning and delivering the right message at the right time. Think about the consumer experience on the other end vs. the silos and channels that we are responsible for on a particular project. Make the messaging and the user experiences more human and logical for the devices users are experiencing them on.