In the business of advertising, media without question has seen the greatest change. Leading the charge of this vast change is the internet with reportedly 2 million pages of information or “content” being added every day. What could possible compete with these outrageous statistics? Very little. Yet the irony of this on-line frenzy of “information overload” is that every day your content will be buried further unless you market yourself very astutely.
The same could be said for other mediums like television, which not to long ago had three major stations that controlled 75 to 80% of the market. Now the proliferation is at 500 stations and will soon to be at 1000. It is almost impossible to allocate your marketing dollars unless you do some serious strategic analysis. Clearly it is not a job for a novice or a person who makes buying decisions based on outdated information, traditional habits, or personal favorites.
Radio is also going through a major transformation with the advent of satellite broadcasting. The radio market is being split then split again into fragmented listeners.
So how do you choose what is best for your business, service or message? Very carefully. In print, newspapers are confronted with declining readership as the web delivers the news almost as it happens, morning, noon, or night 24-7. The most successful newspapers have incorporated the web into the deliver of their news and advertising.
Magazines have become so specialized that it’s possible that if you are forty, have green eyes and are of a certain height, there is a magazine for you. These choices are great for consumers but if you are an advertiser it’s a nightmare. You simply can’t risk your money on something that will not give you the best ROI.
Today’s list of advertising mediums is never-ending. Some will deliver better results than traditional media. Customers are increasingly resisting mass marketing appeals.
Niche marketing is growing rapidly and will continue with a variety of personal accessories from cell phones with potential of commercial text messages to personal web pages and the now traditional email address.
As advertisers justifiably push toward efficiency, they must scrutinize media plans.
Too often, companies are not well versed in media-planning and waste dollars with minimal results. On the media buying side many “special deals” exist for the wise and savvy buyer from standby rates to last minute remnant space. These relatively unknown opportunities can help stretch your media buying power by giving you more advertising impressions for the same dollars. In essence the ads cost less, so you can run more ads.
At AvizaGroup, the media plan review is a major part of our team’s comprehensive analysis.
Most clients spend a large portion of their advertising budget on media. They can achieve better results and a greater ROI by carefully pinpointing the best media.
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