Insights, Strategy, Media Advisory & Analysis
The media landscape is constantly evolving, making it increasingly difficult to determine how budgets should be allocated to create impact.
That is why insights are essential to making the right decisions - sorting, structuring, and analyzing data to uncover these business-critical insights.
With our horizontal perspective, we provide media advisory that creates clarity and ensures that your marketing contributes to real business results.
Work process
It is important to us that you have a clear understanding of how planning and implementation work. Below we describe the 5 central parts of our process.
1.
Insights & tactics
Our work is always initiated by insight work. Although insight work is constantly present and in need of updates, short-term and long-term goals are established based on the client's needs and foundation.
Mapping of target group(s), perceived and actual behaviors. Media consumption, challenges and opportunities, insight assets, data assets and their refinement.
Timing, share of voice, etc. The parameters can be many.
3.
Execution
Based on insight/tactics and design, campaigns are built/negotiated to achieve our goals with each individual activity.
Here is the final team.
5.
Optimization
We aim for as few optimization changes as possible. The goal is monitoring rather than optimization. For example, in data-driven processes, the work should not be constantly reset.
However, an example of an optimization measure could be a changed budget allocation from channel and or brand to performance activity, given changed demand for the product/service.
2.
Design
Based on the insight work, we have created a basis for discussion with creative partners. Mobile first? Traditional or digital target group? Platform adaptation, message adaptation. What does the target group think, think, feel? We want to work closely with the creative unit.
There are massive differences in the impact of different advertising messages given the characteristics of the medium and how, when and in what forum the medium is consumed.
4.
Monitoring
Ensure deliveries and monitor accumulated target achievement.
It is important that the customer and the team have a holistic view of ongoing activities as well as competitor and brand monitoring.
Insights & tactics
Insights from continuous monitoring and follow-up are implemented into tactical measures for future executions and marketing efforts.
1.
What do our customers say?
“In summary, the Context gang is unpretentious, easy and professional to work with.”
-Lena Rodin, Head of Marketing at Löfbergs
Why Context has an Insights Department
It takes insights to improve and to make the right decisions. As the volume of data continues to grow, someone needs to sort, structure, and analyze it in order to uncover the business-critical insights that matter.
Through our method, we identify the most relevant and unfiltered truths that help brand owners navigate more effectively than their competitors. We determine where you stand today and provide direction on where you should go next. We conduct all the research and analysis you need to maximize the business impact of your efforts.
Our uncommon background in research, analysis, and communications means that our insights are more easily translated into communication and the right media strategy. It is a horizontal perspective that strengthens every step - from deep insight to strategic clarity, to precise media execution and tangible growth.
Our promise is simple: we make the difficult clear and the complex useful. We remove guesswork and replace it with direction. Together, we create communication that resonates, gets noticed, sticks, and drives business results.
It is not magic. It is method, courage, and purpose in every step.
Analysis and insights as a foundation
The focus here is on creating empirical insights (i.e. based on facts and data) about your market, your brand and your customers. This is important for making the right strategic decisions and not just guessing what works.
It's about creating a common thread in your marketing so that the message, target audience and channel choice are connected.
A recurring focus in our work is being able to measure the impact of marketing, i.e. see what actually works and what needs to be adjusted. This helps you justify investments and direct resources where they will be most beneficial.
Many marketers have a lot of data but lack context and insight. We like to work across the entire customer journey and communication strategy, not just with individual campaigns or channels.