Here’s the 101 for today’s Media/Marketing Landscape (any babbling CMO is just riffing on any number of iterations on this stuff):
It’s not easy to make quick comparisons between the huge volume and variety of Media today. Every marketer should do a strategic audit before they spend a dime (what’s working, what’s missing, etc..). David Ogilvy said “the essence of strategy is sacrifice”. It’s true… You just can’t do it all. There are way too many options and as a result, way too many pitfalls.
Digital has changed the game, but not the rules. It has changed commerce, communication and media consumption, but not so much consumers and the fundamentals of how we learn, perceive the world and make choices. The overall complexity of human behavior is just as complex as ever.
“Fame” and “Mass Marketing” work well. TV and Radio still do that best. They are sometimes referred to, with pejorative overtones, as “Blunt Instruments”. But in the world of Mass Marketing it’s what you want; to clobber as many carbon based bipeds over the head with something profound and memorable.
“Digital” Media is good in small doses and best in conjunction with TV.
Search = Fulfilling demand
Social = Advocacy
Display = Direct response
Email = Mail
There’s a narrow obsession with data. We need less logic, more magic.
Once a great ad comes along, it cuts through all the crap.
Social Media has helped galvanize TV Audiences. TV gives people something to talk about on Social Media.
OTT/Streaming services are lumped in with “Digital” but are really just a back door into the Cable biz.
Now, get back to work!
