Janice McKay
Director of Heart PR
www.heartpr.nz
Print media is dead. Yet, despite several bouts of popularity, this still isn’t true.
Print media readership numbers may appear to decline every time a new media arrives as competition, but it certainly doesn’t mean its audience is not engaged.
When choosing traditional media for brand exposure, it all depends on who, not necessarily how many, are reading, listening or watching.
Newspapers, magazines, radio and television, with their long history are rated by many as more credible and trusted sources of information. And for some, relaxing with a magazine or whatever is on TV sure beats endless clicking and scrolling through countless choices.
Brand exposure via traditional media is considered to be single exposure. This means brand information is often forced to be efficient and high impact. With consumers more time-pressed than ever before, this can’t be a bad thing.
Digital media on the other hand, because it is so easily shareable and accessible, offers unlimited exposure. There’s always the exciting prospect of a brand message ‘going viral’. That is unless there’s been a viral mistake.
Some argue that digital media is too cluttered. But thousands of experts have voiced their adoration of digital media.
The rise of the Internet has allowed brands to interact more easily and more intimately with consumers.
This social aspect creates arguably a stronger connection and more power to influence. With Internet access becoming increasingly mobile, brand messages are also more accessible.
The freedom of digital media has also allowed businesses to create their own content and distribute it themselves. But it takes thoughtful planning and consideration to create a constant flow of engaging digital content.
Not only does it need to read well, it has to look good too. A Facebook page or blog that hasn’t been updated in several weeks might signal that a business is too busy to care, or has in fact, closed.
The myriad of choices can seem like a minefield for businesses to navigate.
Media planning for brand messages are best considered as an eco-system. Campaigns are most effective when tailored to the target audience. Yet most brands have more than one.
Start with high impact content that provokes thinking and captures hearts. A successful marketing message is a mix that translates well across multiple channels.
Digital media is here, now and for the future. But the history and richness of traditional media can’t be ignored.
