Media Framework in Need of an Overhaul
The new ways in which we consume media isn't just a new fad of advertising (like scooter quads or gas pump advertising), it's how we communicate. I was reading a McKinsey article and this quote caught my attention:
Too many companies view marketing plans as little more than an exercise in where and when to buy media placement.
I hate this statement, and agree with it. The marketing or communications plan should develop as the objectives and audiences are defined. I think many times the tactics are determined first, which leads to media placement that has a weak purpose. ‘Media’ is the means of communication. Although traditional media reaches the masses, each form of communication needs be addressed. This goes back to the audience, and how to deliver the message to them in the most impactful way.
The paid, owned, earned framework is limiting. All too often these forms of communication are put in separate buckets and assigned budgets. We need to remind ourselves to ask the question, ‘how can we best reach our target’. If we focus more efforts on understanding the audience and how they best receive and process information, the allocation of which media to use should come naturally.
I’m reminded that all these parts need to work together. Paid, Social, Earned, Sold and Hyjacked if you want to call it that, and of course Creative, all need to work together for impactful campaigns. To do this we all need to understand the audience better. Really understand how they consume media. A person’s infatuation with a particular medium can certainly impact how they feel about the message being delivered. Someone who is jazzed about their new iPad, will perceive an ad differently than if they saw the same ad on their work computer at 8am before their first cup of coffee.
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