Digital’s no longer new and offline, traditional media hasn’t died & they’re all measurable
Nothings changed, although everything has. The digital tsunami’s past and it’s altered the landscape, but it hasn’t swept anything away – even dear old newspapers still reach audiences in surprisingly high numbers. Media is the land of smoke and mirrors. But we can cut through the hype with solid audiences facts. And compare media performance on a like for like basis using sophisticated media planning tools.
Next time a digital*, social*, radio, TV, press or outdoor advertising ‘evangilist’, or your marketing agency, doesn’t provide you with solid comparitive reach and frequency figures relating to your consumer or audience ask yourself: how can I judge which media is best?
*digital and social are largely unregulated media with little authorative independent audience research although this is slowly changing it’s best to be slightly cynical as these figures tend to be up to 30% too high.
Overkill in the advertising media space – owned and social media – 60% of shares aren’t read
Pre-digital an individual could only consume 0.01% of available media. Now everyone with access to the web can publish worlwide the level of media overkill is almost infinite. The village shop, local hairdresser, even your kids schools, are filling your in-boxes with ‘helpful’ CRM and social musings
(60% of shares haven’t been read and at best 0.07% of followers interact with a post!). Or their dominating the natural listings of Google through their support of the aggregators and effectively hiding themselves at least one click down. Increasingly that simple directory, Google, doesn’t quite work as the filter it should.
That means whatever you do to get your message through to your market has got to be incredibly well targeted. And you can only do that if you quantify each media by it’s effective audience delivery.
Appropriate media and effectiveness
Where you place your advertisement or post must be judged in the context of how and why an audience uses that media and whether it’s appropriate to your message. What mood are they in? Do they respect the content carried by the medium. Are they doing other things while viewing, reading or listening to the medium and how does that effect the attention they’ll give your message? The envoironment, whether that’s physical in the case of a billboard poster or editorial/competing content on a website or app or TV channel, radio station, or, newspaper can have a huge effect on the effectivenes of your communication and the frequency it must achieve before it’s even noticed.
Audience mind sets, receptiveness to communication by industry or genre are all well researched and should be central to your media selection and final plan.