10 Updates

How To Choose The Right Medium For Your Message

Apr 20 2014, 10:55am CDT | by

From music streaming services to magazine mobile apps, the last few years have brought us an array of options when it comes to choosing a message’s medium. New platforms, like Vine, have even...

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14 weeks ago

How To Choose The Right Medium For Your Message

Apr 20 2014, 10:55am CDT | by

From music streaming services to magazine mobile apps, the last few years have brought us an array of options when it comes to choosing a message’s medium. New platforms, like Vine, have even reinvented publishing categories — which, in theory, sounds great.

However, with more options comes more responsibility for brands. Marketers can no longer expect a clever radio tagline to reach the highly coveted Millennial — Millennials have moved on from traditional radio. Essentially, this change has not only encouraged brands to reevaluate their medium of choice, but it has created an industry-wide discussion on the importance of tailoring each message to each medium.

The Importance of the Medium

A journalism professor once told me, “The medium makes the message.” Although he was clearly referring to traditional news or editorials, the idea rings overwhelmingly true when creating and placing a brand’s message. Some advertising agencies know this and dedicate entire departments to choosing the right medium because they realize that null

The secret to measuring social media ROI could be explained in an in-depth, engaging article, but if the article misses its golden audience of marketers and tech leaders, consider that groundbreaking information lost at the bottom of a search results page.

Choosing the Right Medium

Choosing the right medium usually boils down to these three factors, all of which should ultimately determine the best medium for a brand’s message :

Audience

Who are you trying to reach? This should be the most crucial factor when choosing a medium, and therefore should also be the most heavily researched. Customer personas for your target audience should be created and analyzed, meaning your team knows everything from the first social site your audience visits to the hashtags they use. For example, if your target is comprised of tech-savvy early adopters working two jobs while in college, the traditional print medium may never reach their eyes.

Budget

This is obvious, but it’s definitely worth thinking about. Realize that just because your marketing budget is small, your placements don’t have to be. Instead of blowing your budget on a single TV spot, aim for continuous placements in the niche publications your audience visits. Doing this will do wonders for your long-term results.

Message

What exactly do you want to say to your target audience? Is it a message that will still convey your values in one year? Create a mission, purpose, and goals for your brand’s message, and then decide where that message, along with its mission, purpose, and goals, will best fit.

Choosing the right medium for your message happens differently for everyone. Gary Vaynerchuk, founder of VaynerMedia, argues that the medium is something your audience chooses for you.

“When trying to figure out which medium or platform is right for you, I actually think that it’s not about what you decide at all — it’s about the consumer,” Vaynerchuk said. “I had never been the star of a video in my life until I recorded my first episode of ‘Wine Library TV.’ I didn’t choose for that to be my medium because it’s not about choosing. It’s about going into all of the mediums and then letting the market choose which one you’re best at.”

Simply put, an increase in medium options has placed increased importance on a brand’s medium of choice. With audiences running every which way — from on-demand content to six-second videos — a brand’s method of delivery can make or break its message.

Your creative team or content developers have worked hard to craft an engaging, authentic message. Don’t let that message miss its audience.

John Hall is the CEO of Influence & Co ., a company that helps brands build their influence.

 
Update
10

7 weeks ago

RM47mil KWSG contributions still unclaimed

Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

Cambodia's Famous Battambang Circus
KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the Dewan Rakyat was told tod ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
9

7 weeks ago

Gold shop lost almost RM1mil

Jun 9 2014 3:50am CDT | Source: Business Times Malaysia

New Zealand All Blacks Squad Announcement
KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was broken into by robbers ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
8

7 weeks ago

Motion to debate MAS losses in Dewan Rakyat rejected

Jun 9 2014 3:39am CDT | Source: Business Times Malaysia

Federal Aviation Administration Bans All US Flights To Israel
KUALA LUMPUR: AN emergency motion to debate the losses incurred by Malaysia Airlines last year, amounting to RM1.2 billion was reje ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
7

7 weeks ago

MH370 Tragedy: Hisham: RM27.6 mil spent on 1st phase of SAR

Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Min ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
6

7 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

INDIA-CHINA-DIPLOMACY-TRADE
PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Selatan’ in the souther ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

7 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

Government Weekly Cabinet Meeting
KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 mil ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

7 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry Minister Datuk Seri Mustapa Mohamed said ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

7 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

Iskandar Johor Open - Previews
JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving an alloca ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
2

7 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

EurAsia Cup presented by DRB-HICOM - Day One
PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan B ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

7 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara Damansara Skyway (Kidex) ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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