Marketers today face a dazzling array of mediums through which to promote their brand to the masses.
More often or not it seems many brands, when faced with such choice, take the easy option and fall back on lazy habits – spending lots of money buying airtime and print media space to promote their wares and if that doesn’t work, buy more airtime and print media space!
Okay, in some circumstances this might be the right strategy. But more often than not in today’s hyper-connected world marketers need to be a little more thoughtful in their approach.
Rather than simply select a mix from all the various channels available and then retrofitting into an ‘integrated campaign’ (it happens more than you’d think!), how about standing back for a minute and thinking a bit more strategically about how ‘media’ can set the tone at a deeper level?
There are three types of media you need to be concerned about and understand intuitively – ‘paid media’, ‘owned media’ and ‘earned media’.
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