--- title: How we use Consumer Insights for our own Media Strategy description: Let's see how we utilise consumer insights to inform our own media strategy and in turn, our global marketing strategy. image: https://inbound.audiense.com/hubfs/Imported_Blog_Media/Audiense-Blog-Banner-CMOs-consumer-insights-for-our-media-strategy-700x350-2.jpg --- [EN](https://resources.audiense.com?hsLang=en) [ES](https://recursos.audiense.com?hsLang=en) [FR](https://fr.resources.audiense.com/blog) - [Contact Us](https://audiense.com/contact-us/) - [Login](https://app.audiense.com/) [![audiense-lockup-signal-core](https://inbound.audiense.com/hs-fs/hubfs/audiense-lockup-signal-core.png?width=160&height=27&name=audiense-lockup-signal-core.png "audiense-lockup-signal-core")](https://audiense.com) [![icon-audiense](https://inbound.audiense.com/hs-fs/hubfs/icon-audiense.png?width=60&height=60&name=icon-audiense.png "icon-audiense")](https://resources.audiense.com?hsLang=en) ![Menu Open](https://inbound.audiense.com/hubfs/raw_assets/public/64Audiense_April2022/images/menu-open.svg) ![Menu Close](https://inbound.audiense.com/hubfs/raw_assets/public/64Audiense_April2022/images/menu-close.svg) Back to home | Ir a home [Consumer Insights](https://inbound.audiense.com/en/blog/tag/consumer-insights) [Media Strategy](https://inbound.audiense.com/en/blog/tag/media-strategy) 2 mins. ![](https://inbound.audiense.com/hubfs/design/reading-book.svg) ![](https://inbound.audiense.com/hubfs/Imported_Blog_Media/Audiense-Blog-Banner-CMOs-consumer-insights-for-our-media-strategy-700x350-2.jpg) ![](https://inbound.audiense.com/hs-fs/hubfs/Samam%20Bathi.jpg?width=60&name=Samam%20Bathi.jpg) [Saman Bhatti - Head of Growth](https://inbound.audiense.com/en/blog/author/saman-bhatti) Share this post - [*![](https://inbound.audiense.com/hubfs/design/icons-64-sharer/i-li.svg)*](https://www.linkedin.com/shareArticle?url=https://inbound.audiense.com/en/blog/cmo-vision-how-we-use-consumer-insights-for-our-own-media-strategy-marketing&title=How%20we%20use%20Consumer%20Insights%20for%20our%20own%20Media%20Strategy&summary=Let's%20see%20how%20we%20utilise%20consumer%20insights%20to%20inform%20our%20own%20media%20strategy%20and%20in%20turn,%20our%20global%20marketing%20strategy.&source=https://inbound.audiense.com/en/blog/cmo-vision-how-we-use-consumer-insights-for-our-own-media-strategy-marketing) - [*![](https://inbound.audiense.com/hubfs/design/icons-64-sharer/i-fb.svg)*](https://www.facebook.com/sharer/sharer.php?u=https://inbound.audiense.com/en/blog/cmo-vision-how-we-use-consumer-insights-for-our-own-media-strategy-marketing) - [*![](https://inbound.audiense.com/hubfs/x.svg)*](https://twitter.com/intent/tweet?url=https://inbound.audiense.com/en/blog/cmo-vision-how-we-use-consumer-insights-for-our-own-media-strategy-marketing&text=How%20we%20use%20Consumer%20Insights%20for%20our%20own%20Media%20Strategy) - [*![](https://inbound.audiense.com/hubfs/design/icons-64-sharer/i-pr.svg)*](https://www.pinterest.com/pin/create/button/?url=https://inbound.audiense.com/en/blog/cmo-vision-how-we-use-consumer-insights-for-our-own-media-strategy-marketing) - [*![](https://inbound.audiense.com/hubfs/design/icons-64-sharer/i-ig.svg)*](https://www.instagram.com/direct/inbox/) - [*![](https://inbound.audiense.com/hubfs/design/icons-64-sharer/i-wp.svg)*](whatsapp://send?text=https://inbound.audiense.com/en/blog/cmo-vision-how-we-use-consumer-insights-for-our-own-media-strategy-marketing) - [*![](https://inbound.audiense.com/hubfs/design/icons-64-sharer/i-sk.svg)*](slack://app?team=&channel=&text=How%20we%20use%20Consumer%20Insights%20for%20our%20own%20Media%20Strategy%20-%20https://inbound.audiense.com/en/blog/cmo-vision-how-we-use-consumer-insights-for-our-own-media-strategy-marketing) - [*![](https://inbound.audiense.com/hubfs/design/icons-64-sharer/i-em.svg)*](mailto:?subject=Read%20this%20Audiense%20article!&body=I%20think%20you%20will%20enjoy%20reading%20this%20Audiense%20article%20https://inbound.audiense.com/en/blog/cmo-vision-how-we-use-consumer-insights-for-our-own-media-strategy-marketing) # How we use Consumer Insights for our own Media Strategy January 18, 2018 Last summer using [Audiense Insights](https://audiense.com/products/audiense-insights/) we took a look at who has the ability to influence a CMO. Our aim was to better understand and connect with a critical segment of our target audience. Using an Insights Report focused on the CMO’s of 2017 we generated a[Top 10 influencer ranking](https://audiense.com/top-10-influencers-for-cmos-insights-influencer-marketing/), based on affinity and uniqueness. A common practice here at Audiense is periodically analysing our target audiences allowing us to gain a better understanding of who they are and how we can engage them. Such insights form the basis of our marketing strategies informing actions around retention, growth and acquisition. During our first strategy planning session of 2018, we did what we do best and generated a few insights reports to confirm our target audience remained the same. As expected the segments identified and their online habits were very similar to last year’s. ## Confession time… How we use consumer insights in our own media strategy Let’s use the CMOs audience as a working example of how we utilise [consumer insights](https://audiense.com/tag/consumer-insights/) to inform our own [media strategy](https://audiense.com/tag/media-strategy/) and in turn our global marketing strategy. [![New call-to-action](https://no-cache.hubspot.com/cta/default/369237/819130b3-7919-4bc4-9d3a-936ea9aac71d.png)](https://cta-redirect.hubspot.com/cta/redirect/369237/819130b3-7919-4bc4-9d3a-936ea9aac71d) ## Targeted PR efforts Consumer insights have always pointed us in the right direction when creating our **PR strategy**. With the power of Audiense Insights, we are able to identify relevant content and execute effective targeting by approaching only those media outlets that have the greatest reach among the members of the audience in question (in this case, CMOs). ![Audiense - Insights - CMOs 2017 Report - Full Audience - Media affinity - Magazines](https://inbound.audiense.com/hs-fs/hubfs/Blog%20Posts%20Images/Audiense%20-%20Insights%20-%20CMOs%202017%20Report%20-%20Full%20Audience%20-%20Media%20affinity%20-%20Magazines.png?width=1091&name=Audiense%20-%20Insights%20-%20CMOs%202017%20Report%20-%20Full%20Audience%20-%20Media%20affinity%20-%20Magazines.png) ## Channel engagement Targeting the right media outlets is only one hurdle when strategizing for the year. In order to boost direct engagement, it is essential to understand what social media channels your target audience is the most active on. In the case of the CMOs audience, **Medium and LinkedIn** were identified as the channels of choice (by a significant majority) as seen below. [![Audiense - CMOs - Consumer Insights - Online Habits - Social Media Presence](https://inbound.audiense.com/hs-fs/hubfs/Imported_Blog_Media/Audiense-CMOs-Consumer-Insights-Online-Habits-Social-Media-Presence-3.png?width=583&height=467&name=Audiense-CMOs-Consumer-Insights-Online-Habits-Social-Media-Presence-3.png)](https://inbound.audiense.com/hubfs/Imported_Blog_Media/Audiense-CMOs-Consumer-Insights-Online-Habits-Social-Media-Presence-4.png?hsLang=en) Such findings clearly validate our approach to channel engagement reassuring us to continue our content distribution via Medium. This year we decided to take it a step further and roll out a new publication "[Data, Insights, Action!](https://medium.com/data-insights-action)" through which content will be posted in English and Spanish in an effort to reach more individuals within our target audience. ## Advertising and social networks Along with identifying relevant content distribution channels, advertising to the right social networks is equally as important. As seen above the CMO audience is 21.76 times more likely to use LinkedIn in comparison to other channels. As a result, investing in LinkedIn has become a high priority when allocating our annual budget. How do you adapt your media strategy to target relevant segments? Could Audiense Insights be the answer to effective hyper-segmentation and targeting? We know it works for us! Give it a go and [create your free Audiense Insights account](https://audiense.com/products/audiense-insights/) today! This blog is a translation from [the Spanish original, written by Paz Segura, for the Audiense Spanish blo](https://es.audiense.com/radiografia-de-cmo-como-usamos-insights-consumidor-nuestra-estrategia-medios-marketing/)g. [![Audiense blog - Start a trial - Audiense Insights](https://no-cache.hubspot.com/cta/default/369237/e0d8a239-a42a-492f-8893-562adbc4d34d.png)](https://cta-redirect.hubspot.com/cta/redirect/369237/e0d8a239-a42a-492f-8893-562adbc4d34d) ![](https://inbound.audiense.com/hs-fs/hubfs/subscribe.png?width=520&height=332&name=subscribe.png) ![image-placeholder](https://inbound.audiense.com/hs-fs/hubfs/image-placeholder.png?width=622&height=415&name=image-placeholder.png) ## Related articles [Influencer marketing](https://resources.audiense.com/en/blog/tag/influencer-marketing/?hsLang=en) [Audiense news](https://resources.audiense.com/en/blog/tag/audiense-news/?hsLang=en) ## [How the 'Reinventing the concept of influencers to your marketing strategy' webinar played out](https://inbound.audiense.com/en/blog/how-reinventing-the-concept-of-influencers-to-your-marketing-strategy-webinar-played-out?hsLang=en) April 06, 2018 On Wednesday, alongside Pulsar, we hosted our webinar “Reinventing the concept of Influencers to... [Read More](https://inbound.audiense.com/en/blog/how-reinventing-the-concept-of-influencers-to-your-marketing-strategy-webinar-played-out?hsLang=en) [Influencer marketing](https://resources.audiense.com/en/blog/tag/influencer-marketing/?hsLang=en) ## [\[eBook\] Influencer Marketing: Identify the most relevant influencers for your audience](https://inbound.audiense.com/en/blog/influencer-marketing-ebook-identify-relevant-influencers-audience?hsLang=en) February 07, 2018 Influencer campaigns have the ability to give your brand a voice that your target audience will be... [Read More](https://inbound.audiense.com/en/blog/influencer-marketing-ebook-identify-relevant-influencers-audience?hsLang=en) [Audience intelligence](https://resources.audiense.com/en/blog/tag/audience-intelligence/?hsLang=en) [Affinio](https://resources.audiense.com/en/blog/tag/affinio/?hsLang=en) ## [Top 5 marketing trends for 2023 - And how Affinio can help](https://inbound.audiense.com/en/blog/top-marketing-trends-for-2023-and-how-affinio-can-help?hsLang=en) January 24, 2023 The marketing landscape is forever changing. Meaning, there will always be new strategies,... 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