Really interesting article looking at the human-centred approach to media planning. There is of course the knock on effect that this has for comms professionals and how PR fits in with this and the wider marketing strategy.
Taking a step back and putting the customer first is key but something still forgotten.
Consumers today want brands to meet and exceed their expectations and to add value to their lives, in a manner that’s not unlike the Japanese principle of motenashi: by being intuitive, effortless and flexible. To deliver on this expectation, companies need to understand how their customers move through the service and experience they provide, and to connect these steps into a customer journey. They need to move away from their single-minded focus on individual interactions between a customer and the brand and understand how these interactions form a relationship. Motenashi-based media design allocates and sequences investments across steps in this relationship that are most desirable from the customer’s point of view and critical in their decision-making process.