H.O.T. AGThe H.O.T. AG baseline analysis examines brand, market, relevant audiences, existing touchpoints and the customer journey. The goal is a robust starting point for deciding which people should be reached at which stage, through which contact points, and what role Paid, Owned and Earned media should play.
Depending on the mandate, we assess competitive and market context, previous communication activity, audience potential, media usage, touchpoints and geographic priorities. Existing Paid, Owned and Earned contacts are evaluated according to their function in the decision journey.
We distinguish core, extended, growth and, where relevant, influencing audiences. Socio-demographics alone are insufficient: motivations, needs, decision barriers and media behavior determine which contacts are actually relevant.
Because a contact in the awareness phase serves a different purpose from one close to a decision. Journey logic prevents channels from being judged in isolation by reach or click price alone.
Website, CRM, newsletters, social accounts, PR, promotions, sales channels and existing Paid Media form one communication system. We assess what already works, where gaps exist and where duplication or waste occurs.
A structured decision basis covering audience logic, relevant markets and regions, journey and touchpoint architecture, and the key questions for media concept, strategy and measurement.
We define mandate, scope and responsibilities before the project begins – and clarify whether H.O.T. AG is needed as media consultant or independent audit function.