It’s easy to get overwhelmed by all the new marketing technology and media choices. These new channels are tactics, not strategies, and come into play at the end of the marketing planning process.
The heart of marketing planning is still about getting the right message to the right people at the right time.
As little as 10 years ago, target audiences were defined by broad demographics and the media mix only included TV, radio, print and outdoor. If you really wanted to be direct, you mailed a postcard. Now, we have access to so much consumer information it can be daunting. Instead of mailing to a household based on a rented list, we can deliver a message when our audience is in-store or driving past a location.
While this ability has altered the business, it doesn't change the basic need to understand your target at a fundamental level. Not just on the surface, but who they really are, and what they are passionate about. If you know what your audience values or what motivates them, you can make a case that your brand can contribute to their lives in an impactful way.
People want to connect with brands they trust and like. Think about Apple and Subaru. You know what they stand for, and you know what to expect from them. Their customers do business with them because they trust them, respect how they do business and like their brand personality.
In the end, same as it ever was, target audience research remains the foundation of any marketing plan. Otherwise, you’re throwing dollars at a problem you can't truly understand.