Media Choices and the Mix

With the ever evolving choices in today's media world, it takes constant vigilance and a tremendous amount of research to even attempt to stay current with all of the new trends and options.

Even in the so-called traditional media, such as television, radio, newspaper print, magazine print and so on, one is tasked with remaining aware of changing price structures, the impact of current economies, options for trade to offset cash costs and more.

To this mix of concerns, we then add social media (Facebook,Twitter, Flickr, YouTube, just to name a few) where the perception is that it's virtually free, a perception that could not be more inaccurate given the time that must be allocated to it, along with the creative resources that go into any form of social media marketing.

Then, one must take into account the proliferation of digital (aka interactive) marketing options, the single fastest growing segment of the marketing world – and for good reason. Digital marketing can offer a wide range of formats, from simple display banners on websites through animation and rich Internet applications that may, in some cases, function as a mini website contained within the space of a web banner.

To complement the options presented and the creativity involved with digital marketing, forums in which to advertise continue to grow. As reported in the New York Times (Brian Stelter & Claire Cain Miller, October 29) YouTube, the world's most popular provider of online video content (and part of Google) is planning to create a multitude of online channels, from comedy to music, sports to art, presenting in the process an Internet alternative to cable television where the content will be free to watch and funded by the marketing it receives.

Clearly, these options are growing daily, making media buying choices difficult at times.

Don't let that scare you off.

Just as you once sought balance between different forms of traditional media after taking into account your type of product and the needs/budget of your business, so too must you now seek to maintain balance between a wider range of choices.

However, certain principles remain the same and we believe that keeping these in mind will help answer your questions on a practical basis.

1. First and foremost, know your product. 

    Ask yourself, "Who buys this product?" "Who will not buy this product?" "What does it cost to produce and what sort of revenue does it drive?" "How much of this revenue is available for marketing?" This is your bottom line.

2. Don't be overly swayed by the newest marketing choice. 

   Maintaining a balance between traditional and new marketing options is always an important consideration. People still watch TV and listen to radio. They still read newspapers and magazines. "In with the new," does not necessarily mandate "out with the old."

3. Maintain balance. 

   Consider the need to stay in touch with your existing customers and don't forsake the manner in which you acquired them, yet weigh that aspect of your approach by examining new ways of reaching both new and existing customers. No single marketing approach need be exclusive of the other options.

4. Finally, don't be afraid to ask questions – lots of questions. 

   Given the speed at which new marketing presents itself, no one can or will have all the answers. You may not be able to afford all of the options, but you will be pleasantly surprised by how many choices you do have and by how much you can learn quickly.