Success in performance marketing and media management doesn’t rely on just one factor. In fact, it can’t. To find success, you’ll have to dig a little deeper and get a little more strategic. Think…integrating creative strategy, media management, and data-driven insights. From increased conversions and higher ROI to better engagement and brand awareness, this unified approach can lead to smarter campaigns and more impactful results. Carol Noon, Senior Media Supervisor, and Meredith Mikesell, Senior Media and Analytics Manager at Intelligent Demand, share how these elements can influence each other to optimize performance marketing.
The Big Picture: How Creative, Media, and Strategy Intersect
By now, you know performance marketing isn’t just about running ads—it’s about delivering the right message to the right audience at the right time. The key to making this happen is ensuring that strategy, media, and creative are fully aligned. At Intelligent Demand, we like to call it “in lock-step.” As Meredith explains, “If we have a clear strategy on who we’re trying to reach with what message, that influences what channels we use as vehicles to get these messages out.”
For this intersection to work, a foundation must be established with a clear understanding of what the product does, who it benefits, and how to talk to different decision-makers within the buying committee. From there, messaging can be developed, creative assets built, and media strategies crafted.
How Media Strategy Informs Creative—and Vice Versa
What works for one audience may not work for another, which is why ongoing optimizations are necessary to make any campaign successful. By studying how different audiences interact with content across various platforms, media teams can gather insights that help creative teams refine messaging.
For instance, if a LinkedIn ad is performing well with a certain persona but failing to reach another, adjustments can be made to better target different segments. Carol shares, “We start to collect signals from the media and then we can go back to creative and say, ‘Hey, this particular ad is resonating with this persona, but it’s not resonating with this one. Can we find a better message?’”
Just as critical as crafting the right message is selecting the right media channels. Some platforms are better suited for branding, while others drive direct response actions, so it really depends on the end goal. As Meredith points out, “If we want someone to visit a site, we’re not going to use CTV because there’s no way for them to click on that ad.” Ensuring that creative assets are designed for the right platform and audience helps maximize engagement and conversions.
A Continuous Feedback Loop
It should go without saying that an evolving marketing strategy is an effective one, with the best results coming from continuous testing and iteration. So it’s important to maintain a feedback loop between creative and media teams. This ongoing collaboration ensures that messaging and ad placements are reaching the right audiences, making campaigns more dynamic and effective. Meredith explains, “[Since] media strategy is being built at the same time as everything else…we can optimize as we go.”
Recently, one of our clients asked us to refresh one of their previous campaigns. The initial campaign that had launched had been in the market for a year and was a bit stale. However, no major heading for the refresh was given. So what did we do? Creative asked media for the paid media data. From website traffic and emails, we were able to look at the numbers and see what was working and what wasn’t, and we ended up with a stronger iteration of what had been successful for Q1. Ah, the power of creative and media coming together!
The Big Takeaway
Marketing isn’t about isolated efforts but about collaboration (jazz hands). Creative, talk to media. Media, talk to creative. By getting these two in lock-step, businesses ensure their campaigns are better equipped to deliver messages to the right people and drive measurable results. We love to see it.
Ready to get your creative and media in lock-step? Let’s chat about how we can align your strategies for maximum impact.