Media is a sure fire way to magnify marketing messages. For decades, reaching large numbers of people was expensive because the outlets for sharing marketing messages were limited to TV, radio, and print. In today’s more digitally focused world, email, social media, SEO, PPC, and other digital tactics have dramatically increased opportunities for getting messages delivered directly to the desired target audiences at a more manageable cost. So how do you choose the right media for your next marketing campaign? Let’s dig in…

First of all, this is not an either/or situation. The best type/s of media for your business will always depend on your ideal target audience/s, your budget, and the specific products/services you’re promoting. Remember, most people don’t consume single sources of media, so reach can be broadened by taking a cross-platform approach.

Today, the most robust marketing campaigns are a cross-channel mix of traditional and digital platforms. The key to success? Measurable results. That’s become far easier (and more complex) to achieve.

Digital marketing includes a variety of tools like blogging, mobile media and messaging, social media, video hosting channels, email marketing, and SEO. Digital analytics provide a wealth of information about audiences and engagement, allowing for real-time management of marketing by embracing account-based marketing strategies. This means personalizing the messaging and content of your marketing messages based on the attributes and needs of the demographic you’re targeting, and the platform you’re using to engage them. Customers targeted in this manner are more likely to engage with content customized for them because it’s more relevant. Account-based marketing strategies also tend to provide a much higher ROI.

That’s not to say that some traditional forms of media aren’t necessary in your marketing mix. Newspapers and magazines still have credibility, so readership and demographics are key to choosing the right print vehicles. Most traditional TV and radio channels also have digital presences. Negotiate media buys with a cross-platform mix to expand your overall reach. Traditional forms of media like television, radio, print and out-of-home can also be supported and enhanced by adapting and sharing them into your chosen digital platforms. Let’s not forget streaming. The increasing number of niche-focused channels and platforms allow for some really strategic audience targeting by savvy marketers.

It’s a lot to take in. As a marketing professional and agency co-owner, I rely on the innovative thinking and knowledge of our team. It takes a lot of talented people to create a solid strategic plan and successful tactics for clients, whether they’re marketing B2B, B2C or both.

The lesson? You might have a working knowledge of traditional and digital media, but keeping up with rapid changes, knowing how to identify trends in data and what to do with it is critical.

That’s why I always recommend researching, deciding what you want to achieve and your KPIs, and then consulting an agency for expert help.


Alexis Krisay is the owner of Serendipit Consulting.