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5 Things to Consider for your Media Marketing Plan

Thursday, October 29, 2015 - Joe Kiedinger

Broadcast Television, Cable Television, Radio, Digital Ads, Billboards, Newspaper, etc. etc. etc.  With more media than ever before, marketers can no longer have a siloed look at marketing.  In fact, it’s been this way for a while, but it grows more and more complex as technology is constantly changing our digital landscape and how people use it. 

What remains true as media changes?  Be where the customer is.  Okay, yeah, but the customer is EVERYWHERE – so how do we effectively reach them?  In media, there is no “best” or “worst” medium for a business. For instance, radio could work great for you, but perhaps is not that best for another type of business.  In short, success comes down to reaching the right audience, having the right message to reach them with and then how you nurture the customer relationship once they come to you.  

Here is a helpful checklist to help drive success in the goal of “being where the customer is”.

Media Checklist:

  • Is your media marketing targeted tightly to the geographic area your business serves?
  • Is your media marketing balanced between pushing your message out (direct marketing) and developing rapport with your customer (indirect marketing)?
  • Does your message “speak” to the customer in a relatable way (developing the message toward the customer’s persona, not just creating a message on what you think they should know)?
  • 64% of adults (Pew Research, 2015) own a smart phone. Does your media marketing travel with people (i.e. social media, mobile advertising)?
  • Does your media marketing allow for immediate action or interaction from the customer?

A happy life is all about balance, so let’s apply that rule in media marketing too! 

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