Audience-first marketing is about knowing who you're talking with better than they know themselves. Dr James Piecowye and Paul Kelly take you on a bite-sized (each episode is about ten minutes) journey through what it takes to harness the power of audience in marketing.
Why do we need to go this way?
Change is difficult for any team or organisation, and is often associated with high cost.
In this episode, Paul Kelly discusses the need to incorporate change to increase profit and how essential shifting to audience first methodology in every sense is how brands will survive and grow in the future.
Talking to Arabic audiences.
Language is the cornerstone of communication and essential not only to communicating with, but also in understanding data of audience sets.
In this episode, Paul discusses how there is a surprising lack of data analysis in native language and especially so in Arabic. He describes how he created Sila to solve this problem in his region, and why it is so important for brands to get it right.
Scaling Audience first
We can discuss scale in 2 ways; firstly scale of data and how that impacts insight; and the scale of the reachable audiences as a result of that insight.
In this episode, Dr. James Piecowye discusses with Paul Kelly how better decisions are made when you have the largest possible audience pool to give greater confidence in your decisions.
How do we start?
Understanding the framework that results in audience understanding follows the well-known path of; identify, monitor, track, reference, segment, and plan. Getting the right data is imperative to using this framework.
In this episode, Paull Kelly talks us through live examples of using the right data in the right way and how to approach 'audiences first' methodology in brand building, campaign planning or simply to better understand an audience.
Where do we start with audience-first?
Data allows for observations that drive brilliant ideas. It is easy to become over-reliant on data or misuse it to replace creative thinking.
In this episode, Dr. James Piecowye and Paul Kelly discuss where data provides value and how it should be used in the framework of ‘Audience-first’ thinking. And how to get great insights that can be transformed into ideas that connect with audiences.
What is the new model?
Gone are the days where brands could build a product and then find (or buy) an audience for that product. Nowadays, audiences' needs and wants must be part of the product or brand that is being communicated.
In this episode, Dr. James Piecowye and Paul Kelly talk about how to sell stuff. The reality is, the model for engaging with audiences to sell to them has not changed, what has changed is how we use the model. By rethinking our flywheel of sales and thinking audience first, not product, we can have a profound impact on our marketing outcomes.