What is media buying and why must you adapt your marketing to target your audience’s personalities instead of their demographics? How do big life events impact people’s approach to media? Is it possible to use new and traditional media simultaneously in your marketing?
In this podcast episode, Sam Carvalho speaks about media buying 101 and the evolution of media consumer habits with Mary Ann Pruitt.
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Meet Mary Ann Pruitt
Mary Ann Pruitt is the CEO and President at Mosaic Media, a collection of media buying experts and creative strategists who negotiate, purchase, and monitor advertising space and airtime. She founded Mosaic as a way to provide niche expert experience to agencies and marketing departments across the country.
Mary Ann has helped develop effective marketing strategies for agencies of all sizes, small businesses, service businesses, private educational institutions and legal and professional services businesses along with many others.
In This Podcast
- Media buying 101
- How to use digital and traditional media together
- How life changes impact media consumption
Media buying 101
In today’s world, media is nothing but data-driven and everything is data and everything is a story and data always tells us a story. (Mary Ann Pruitt)
Media outlets and marketing strategies have drastically changed over the decades as technology has advanced. A business owner can no longer target certain audiences the way they used to.
I can’t target the female that’s 25 years old the same way I can [target] the woman that is 54 years old, and I should not try to target them the same way [because] they’re not in the same places. (Mary Ann Pruitt)
So, media buying 101 is about:
- Identifying who your target audience is,
- And getting deeper: who are they? Where do they spend their time? How can you reach them?
Divide up your target audience. Do not approach them all under one bracket, but sub-divide them between certain ages and market to each age bracket accordingly.
It may sound complex, but it is not.
We can embrace it, we can do things with it, and frankly, we should be excited about what we’re able to do now versus what we were able to do 20 years ago. (Mary Ann Pruitt)
How to use digital and traditional media together
You can successfully combine new digital media with traditional forms, like print media. Identify your target audience, where each type of media is best utilized, and which type of media each target audience mostly interacts with.
You’re having to build this plan that is making sure you’re reaching your audience where they are, and how they are consuming. (Mary Ann Pruitt)
Shift your marketing efforts not to target certain demographics, but rather certain personalities and habits, because this is the newest and best way to reach your audience.
How life changes impact media consumption
Any time we see a catastrophic event take place, you will see media consumption change. (Mary Ann Pruitt)
After 911, the morning news became one of the most popular programs not only in the United States but all over the world.
People want to know that the world they went to bed in was the world they had woken up within, and morning news, therefore, becomes the first thing that many people check.
With economic crises, health crises, or natural disasters, the media habits and consumption of people will change. With COVID-19, there was an almost unanimous global shift in media consumption.
Useful links mentioned in this episode:
Check out these additional resources:
- How to Convert, Not Convince, in Your Business with Kate DiLeo | MP 96
- Email Sam at email@example.com
- Design Services With Sam
- Check out the Practice of the Practice Network
- For more branding advice, click here
- Apply to work with us
Meet Sam Carvalho
Sam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.
She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!
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