As account planning (and advertising for that matter) evolves and defines how to better use digital in our favor, I’ve been thinking about how planning should approach consumer research.
A post from Jeremiah Owyang (@jowyang) reminded me of the power of focusing on socialgraphics. Of course planners need to understand consumer demos, psychographics and overall behavior, but a deeper focus on online behavior - in the terms of socialgraphics - is an area I think our discipline could give more attention to (at least at my agency).
We are in an age where engagement is king; and sharing and influence are easier and more encouraged than ever. We need to be informing our teams how consumers will engage - particularly online. To understand how our audiences behave online and around our brands is just another facet of the consumer that informs a greater perception of them - equating to greater insight and opportunities.
