Targeting: A Key Media Driver as We Move Ahead

Today’s media is already offering precise targeting opportunities through more effective integration and channel modeling. However as these issues become more important, they are also becoming more complicated for both the business-to-business and business-to-consumer sectors. Advertising executives from HP, Motorola and ZenithMedia offer their points of view.creative.” Erin McAllister, Director of Digital Strategy & Marketing at Unisys believes that the key to successful targeting is “in doing your homework.” Speaking recently at a panel at the IAA World Congress, she discussed Unisys’ ongoing ad campaign, called ‘Security Unleashed,” which was first launched in 2006. The goal of this global, integrated marketing effort is to help large companies and governments around the world recognize that secure business operations can become an important advantage in effectively running their ventures, rather than a problem or liability. For McAllister, it is “a triangle of relationships that spell success today.” The Unisys global program is executed out of New York with StrawberryFrog creating the advertising components of the marketing campaign, PHD providing media planning strategy and execution, and imc2 delivering digital marketing support. She advocates starting with the “big idea” before bringing in the various ad agencies and establishing clear objectives. “Today’s business-to-business campaigns must be highly personalized in a cross-channel environment,” says McAllister. There should be both “a quality and quantity of messages that feel as if they are specifically targeted to an individual across each touch-point cadence.” To achieve this, Unisys organizes its campaign strategy around what she calls “who, what, feel, do.” Each execution should answer the following specific questions: “Who are we targeting as a specific individual?” “What are we saying to that individual?” “What should he feel about the message?” “What do we want this individual to do?” Effective targeting for Unisys also means a focus on both external and internal audiences. As a worldwide information technology solutions company with a focus on secure business operations, Unisys offers consulting, systems integration, infrastructure services, in addition to enterprise server technology. Their consultants and industry experts are critical to helping clients both understand their business challenges and achieve their goals. McAllister attributes much of the success of “Security Unleashed” to “amplifying business internally by motivating the sales team to move the campaign forward.” Contact: erin.mcallister@unisys.com

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