MUMBAI: Strategising isn‘t easy in the media play as the environment has become increasingly dynamic with multiple platforms available, audiences getting more fragmented and plethora of brands surfacing in the market. Advertisers and media planners and buyers need to rework their course of action.

"The key to a good strategy is pretty basic. Know your consumer,let it revolve around your consumer and not around yourself,"said
 Addiction Worldwide brand strategy director Martin Delamere.

This is easier talked about than achieved. Delamere, who was speaking at PromaxBDA India 2012, said the trick is to get into the details of the consumer’s psyche and habits.

"It is also important to know whether your TG is the influencer or the decision maker. Once the consumer has been understood, it becomes easier to take the next step which is to tell him why he should choose you. Give the consumer a feeling of connect so that it builds loyalty over time. Also, just talking about it almost doesn’t work in today’s day and age as consumers want proof,"he averred.

A very important decision for any strategist is to decide whether to globalise a brand’s approach or localise it. While some brands can take a more global approach in their communication, some need to be localised.

For example, American apparel brand Abercrombie and Fitch has stores that have a party feel with dim lights, club music and décor which clicked with consumers in US. In Japan, though, the strategy failed as shoppers gave more importance to functionality of the store than its aesthetics.

“Having said this, some elements of the brand need to remain consistent globally in order to maintain identity. It is the balance between globalising the brand and localising it that is of importance,” Delamere held.

He also pointed that in order to create a successful marketing campaign, it is necessary to integrate TV viewing experience with web and mobile. While it will increase the touch points that brands target at the same time, it also enhances the consumer’s experience with the brand.

Another key to strategising is doing good as consumers want to know what higher purpose you intend to serve.

Lastly, strategy shouldn’t be superficial. “It isn’t about that new coat of paint only. It is about adding depth, value and meaning to your brand,” concludes Delamere.