The ‘media landscape’ has changed significantly in the past ten years.
Digital, mobile, social networking… every year seems to bring its own ‘new media’.
It’s all very exciting.
However, despite their excitement, many marketers still have a very limited concept of ‘media’.
I’ve mentioned before that I believe advertising is
the process of sharing the right things with the right people in the right places at the right times.
This has significant implications for ‘media’.
On the one hand, it necessitates a more tailored approach to establishing audience connections.
The conventional model focuses on reaching an audience, but what does that matter? As the saying goes, you can lead a horse to water… we need to ensure that the horse drinks as well.
This means being much more specific when it comes to identifying where and when we can engage people with what the brand wants to share.
It’s about relevance and resonance, not reach and frequency.
On the other hand, we need to be a lot more open-minded when it comes to defining ‘media’.
Why limit ourselves to the conventional choices?
There is nothing* a brand cannot use to communicate.
Our imperative is to identify the best opportunities for sharing things in the most efficient and effective manner.
To do this, we need to plan around people’s whole lives, not just around paid media and their associated ratings.
More on that here.
* Really, nothing. If you’re doubtful, give me an example of something you think couldn’t be used as ‘media’, and I’ll try to think of a way it could be used.