Welcome to the Media Multiverse
It wasn’t all that long ago that media was about counting “eyeballs” in TV, “a dollar a holler” on radio, sending out direct and placing some print and OOH. The media did all the talking.
Today media still talks, but people talk back, loudly and definitely. New channels and technical platforms have given consumers a voice they simply never had before. What was once a monologue has become a dialogue, ideally an ongoing conversation.
And the bonus is that the new channels and technical platforms that allow for and promote the conversation come with real-time metrics. Gotta love that.
So now everybody is talking and everybody is listening, fantastic. The only challenge is that they’re talking and listening in so many different places.
GPs For the Multiverse
No matter what the channel, new or old, we understand first and foremost that content is the key to the connection and action. This is the intuitive side of media marketing: understanding insight into the prospect leads to actionable engagement.
With the right content identified or created it is a matter of systematically determining the right place and the right time to engage prospects — to get them to lean in, raise their hands and take action.
Dayparts, traditional static banners and page positions no longer dominate how we engage the audience. Instead we create plans with the flexibility to accommodate a moving target and embrace a strategy of “right time connection.” We build efforts anticipating the possibility of behavioral shifts and are ready to adjust.
Metrics that identify best platforms for active messaging and bridge the gap between message and prospect bring accountability to intuitive media. They help map out a journey that connects prospects with touch points. And all along the way they identify tasks and success criteria for every media vehicle to accomplish.
We know the mandate for media productivity. Simply put, it is to achieve your “transaction” success, be that in terms of greater awareness, higher leads or better conversions, in the most cost-effective way possible.