How do we use data in advertising?

Marketing effectiveness relies on understanding your target audience and the market. This is especially true when making an entry with a new brand or concept. Sanoma’s experts share a simple and scalable method for building advertising success from the ground up when your plan is to enter the Finnish market. The three-step model for market entry helps you lay solid foundations for effective campaigns and content. When done right, the process becomes an iterative cycle that adapts to different needs. ”The idea is not to go through the steps and call it a day, but to begin with insight and strategy, create content for your chosen media, and finally measure and learn before starting again with a refined plan,” says Tiina Virtanen , Head of Insight and Marketing Solutions at Sanoma. Thorough groundwork brings results on campaign level. To recognise and demonstrate those results, you need clear, measurable objectives. ”If you base your strategy on a hunch or pick a goal that is too vague, such as simply entering the market and growing brand awareness, it’s hard to measure success and develop further. A clearly defined goal allows you to align your content production and prove the effectiveness of your advertising,” says Sanoma’s Director of Video Sales Anssi Heikka . Step 1: Fill knowledge gaps with research and insight Contrary to popular belief, Finland is not a miniature Sweden. The unique nuances of the Finnish media environment as well as the way Finns use media and relate to advertising make it worthwhile to put effort in research. “Start by taking a moment to consider your existing knowledge. Are there any blind spots that need addressing?” Virtanen suggests. Sanoma offers a multitude of ways to better find and learn about your audience: Eight media consumer segments based on Sanoma’s research help you scope out your potential audience and learn about their media use. Brand Tracking gives you a clear picture of how your marketing actions affect your image and brand awareness. The Audience Reporter reveals new approaches or previously overlooked potential by shedding light on the characteristics and interests of those who clicked on your advertising. Measuring the creative execution and effectiveness of your advertising across media helps you refine future campaigns. A tailored research project provides the answers to your most pressing questions regarding the market and your target audience. It offers useful data for launching a new product of brand, pre-testing marketing or getting to know a specific target group. “The benefit of working with Sanoma’s experts is that you have a professional by your side to interpret the data and translate it into suggestions for your next marketing actions,” Virtanen shares. Step 2: Invest time in strategy and create authentically local content The age-old challenge in marketing is finding the intersection of your favourite topics and what your audience wants to see. “There are no shortcuts to finding the advertising sweet spot. You need to first locate your audience, understand their interests and figure out the topics your brand should own. Time invested in creating a strategy is time well spent,” Anssi Heikka explains. When it comes to concepting advertising in Finland, authenticity and Finnish content are the way to go. Locally made content has proven time and time again to be more effective than that localised from international (or even Nordic) material. “I like to say that Finland is the European equivalent of Japan in that we have a distinct language and a culture formed in the intersection of east and west. Because of this, the Finnish consumer tends to quickly recognise if so-called local advertising is actually that,” Heikka says. Step 3: Boost your message with a cross-media approach By the time you have gone through steps 1 and 2, you will have a deep understanding of the market and your audience, a content strategy and a set of campaign materials ready to go. When you are ready to launch, make sure to pick more than one channel to advertise in. According to Sanoma’s research, every added channel results in an image lift of 13 per cent and an activation lift of 15 per cent on average. “Going cross-media is a way to make sure your target audience comes across your message throughout their day. This is ever more important as media use gets increasingly fragmented. When you have already invested in a campaign, it’s no use only choosing one channel,” Tiina Virtanen states. Having a single team to lead you through the entire process makes life simple and ensures a smooth flow of information. Sanoma’s 500+ professionals are there every step of the way from information gathering to content creation.