Hit your targets with data-driven marketing

Expired knowledge is not good for you - yet we let common beliefs guide us all the time in our everyday lives. It’s time to let go of these beliefs and start speaking data.

When did you last check how valid your beliefs about your business are? How well do you know your target groups? What beliefs do you have about your customers and their ways of living and consumption patterns? Do you even know who your potential customers are?

“All of these are questions you should try to answer regularly, and the answers should be based on data. Assumptions are not an effective way to guide a successful business or do impactful marketing”, says Insight Manager Katariina Karine from Sanoma.

As collecting data is a time-consuming endeavor, it’s good to consider whether a partner could lend a helping hand. Sanoma has a long tradition of collecting valuable data for its customers.

"We have a huge amount of information about different industries, target groups, and their media use. All this information is available to our international customers”, says Karine.

Sanoma also provides advertising impact measurements, which make it easier to analyze the effectiveness of marketing campaigns and if strategic goals have been achieved.

"Working with Sanoma guarantees that your marketing efforts are always based on researched information. Therefore, the possibility of marketing failures is small," emphasizes Account Manager Olavi Kajantie.

Dig deeper with data 

According to Kajantie, success in the Finnish market requires deep knowledge of the area, as Finnish people differ from their neighboring countries quite a bit in terms of media use. Both Kajantie and Karine point out that commercial radio, for example, has a strong and unique position in Finland, which makes the market somewhat exceptional compared to other Nordic countries. 

“When you know the market and consumers' media use, you reach the right customers in the right channels and do more effective and profitable marketing,” Kajantie says.

Sanoma provides its customers with up-to-date information on target groups based on continuously updated analytics. A particular advantage is Sanoma’s knowledge of the multichannel market and the impact of branding.

“The effectiveness of advertising is typically measured by sales or clicks, forgetting qualitative indicators such as brand image. In addition to multimedia studies, our impact studies are available in digital, print, radio, TV, video, cross-media and cooperation campaigns," Karine illustrates.

One audience is not enough 

At Sanoma, Finnish media consumers are divided into eight different segments, which, according to Karine, differ greatly from each other.

"Our focus is on demographic data, motives, and attitudes towards media use. The segments can help you know your target groups better and define the best channels and communication angles," she says.

The role of news media is strong in Finland, even by international standards, and thanks to digital growth, its overall reach remains high. This guarantees a safe and respected operating environment for advertisers.

"Commercial radio and television are also still going strong in Finland, which provides interesting opportunities for marketers. There are so many choices for marketing channels in Finland that without knowledge of your target group, you’ll definitely be lost – and probably lose money,” Kajantie points out. 

An infinity loop of success

Before starting any marketing efforts in a new market area, careful planning is always in order. At Sanoma, a so-called multi-stage infinity loop operating model helps customers reach their end goals and succeed.

Karine illustrates the process as follows:

"The infinity loop is continuous. Every planning process starts with setting goals. After that, we proceed to form a vision utilizing insight, and consumer and industry understanding. After these steps we start to form a solution, where the strategy and the roles of different media outlets are defined. Only then we proceed to implementation, which includes the media plan." 

The final stage of the infinity loop is, of course, measurement and analysis.

“We learn, we implement, and the loop starts again. Each time you learn something new from the data and get to know your audience and the impact of your marketing better.”

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