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Thinking about buying media? Well, it’s no longer just about ad space or traditional print. Today media has to “sing and dance.” It has to have a tight connection to the brand at the same time it distributes the brand with rich experiences online through social media – social networks (like Facebook), videos, podcasts, RSS feeds, and maybe a widget.
Traditional media is still part of the mix. But only to the extent it’s needed to help create awareness of the online experiences waiting to be had with the brand. Just focusing on traditional, one-way awareness ads will surely make your brand seem stiff and too inwardly focused.
Today’s media buyers need to recognize that prospects no longer move neatly from one media touch point to the next. They move around, snacking on video, scanning a print ad, reading their RSS feeds in a feed reader, checking into their favorite social network, or just reading a few new blogs.
How users engage with your brand through digital channels will ultimately define your brand!
Where is the buzz? Agencies that provide traditional media buying need to radically change their approach to servicing clients. Going forward, think in terms of three tiers – traditional, to online, to social.
Try not to interrupt what people are interested in. Instead, BE what people are interested in!
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Comments
Paul, wait for a generation change in those agencies. :-)
Perhaps it's just me, but I'm getting a feeling that two-way communication is something that is hard to do if you were doing one-way for the 80% of your life?
I can actually observe just my small market, yet there are many people here that had mouth full of two-way communications when internet was not that powerfull. Now that they have the tools, they still do one-way. Even when opening blogs, they don't answer comments they get.
So my opinion: it's an iron shirt that is just too hard to get off.
Posted by: Dusan | 03.24.08
Paul:
I'd argue that traditional media is still a huge part of the mix. Search based marketing is great, as long as your market is actively searching - and many are not. It's not that they don't want what you sell, they just don't happen to be looking for it ... right... this... moment.
And social media is a wonderful tool, but realize that it will only reach the 1% of the market that actually reads your blog.
As for media, this is going through a sea change in how its bought and sold. You can buy TV time right off the web today on any major network for any day part. Just plug in your credit card and buy time. I know a number of new companies that are also buying directly from networks, too.
Black box solutions and magic in general are quickly running out of time. Most companies need a healthy dose of all forms of marketing to attract, catch and convert their target customers.
Posted by: Stephen Denny | 03.24.08
Dusan
Ouch! an iron shirt sound painful but I guess that is the point - change is hard!
Posted by: Paul Dunay | 03.25.08
Stephen
I agree Traditional media is still a part of the mix but what I want to point out is in order to truly make that media buy effective it needs to have a 2 way communication component rather than it just being all one way.
Like you said time is running out on the old tried and true.
Posted by: Paul Dunay | 03.25.08