Blowing away the Fog

Date posted: 17 May 2018

Posted by: Smithfield

Post category: Blog

Yes, the internet is a powerful marketing tool but its not the only one. TV has been the media King for over half a century, but it doesn’t work in isolation.

Media has evolved. Adroit media plans take the best from each medium in whatever state it currently is and mould them into a successful media deployment. Dickens wrote for a weekly magazine and condensed his scribblings into a book at the end. Today he’d write for Eastenders and his Twitterings would be condensed into a bingeable box set consumed in 24 hours.

Dickens “wrote” with quill and ink. When my kids write they reach for a keyboard. I just hope they write as well as old Charlie did.

So as media planners we work with the available media. Exploiting their strengths, ever mindful of their weaknesses. We’re living through the second Industrial Revolution. A revolution that is driven entirely by life changing technological advances. Behavioural patterns will evolve as those advances become norms. Mobile Phones, once a novelty is now considered a birth right by seven year olds. Instant access to all knowledge is assumed. A trip to the library and a study of an encyclopaedia to find an answer is unfamiliar territory. Alexa will do that.

Mythology currently claims that 16-24’s “shun” the family set in favour of scrolling through You Tube for a cat on a bicycle. Are they so different from the parents who as recalcitrant teenagers locked themselves away with their Youff Magazine to a chorus of “I hate you; you just don’t understand me”.
As they age and start their own homes and families, will they, as their grandparents did, design their living space around the siting of the major TV receiver. Or will they assume a disjointed approach with wifi multiplatform reception as a given. Yet congregate around the main set as the lowest common family social glue.

Along the way we’ve usurped the world of expensive glossy brochures and cut out newspaper coupons (especially local ones) that requested brochures be delivered in 28 days. We are expected to deliver description and access to our wares in under 2.8 seconds. That that vehicle can deliver targeted advertising messages too is a bonus.

So the challenge is for Data to evolve. Do we really need to now the number of eyeballs likely to be watching Celebrity Get My Talented Voice an Island Cake or do we just need to know which medium is best at delivering sales. How do we want those sales? Down a line or through a store? At a premium price or discounted? Repeat or trail? The marketing community and advertising within it have a chance for a clean sheet of paper they need to decide which matrix they want.

In the meantime rely on Smithfield to blow away the Fog of transition by giving us a call to see how we can help cut through the data to reach your audience with the right message in the right location and at the right time.

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