Not All Impressions Are Created Equal
Every marketer understands that some contact points are better than others for certain purposes. The same contact point might be great for a marketer focused on the immediate conversion to purchase, but lousy for repositioning their brand. This “impressions have different values for different situations” reality has been demonstrated through a wide range of research, yet the planning tools available for building contact plans, buying media, and stewarding the purchase have not allowed for Impact Based Planning (IBP) – until now.
This paper reviews a first of its kind partnership between ROI research company (Marketing Evolution) and media planning tool provider (Telmar). The paper examines the analysis of over 300 plans using a relatively new tool called TMR (Telmar Matterhorn ROI) to perform IBP. Based on a comparative analysis of IBP versus traditional planning, we consider the industry implications of adopting impact based planning and consider the ramifications to marketers, procurement, agencies, and media owners in the IBP media plannig landscape.
