What is your media mix in 2009?
6Jan09

originally uploaded by capn madd matt

originally uploaded by capn madd matt

The last 6 months of 2008 were dominated by talk of recession, economic woes and the continue transition in media consumption from traditional to new media. If all the talk is true, that this year is going to be a tough one for business and that traditional media might be seriously under siege, then what are marketers doing about it? How are you going to tackle the task of marketing your business during tough times and a changing media landscape?

What is your media mix in 2009? Will it be the same as last year or will you be reassessing your marketing options? I’d really like to know, so please comment below.

Certainly, the media mix that our agency considers for our clients is considerably different than it was 3 or 4 years ago. While an integrated campaign once started at TV and traveled through press, radio and maybe outdoor, in 2009 the mix appears to be very different.

Of course, every campaign requires unique thinking and an individual approach, and there’s not one formula to suit everyone, but there are definitely a host of new options to consider adding to your mix, and old one’s that require a fresh appraisal and serious questioning:

  • Does press still deliver results?
  • Are your customers still listening to radio?
  • Is TV still the best branding option?
  • Will the new digital TV stations become an option?
  • Is Pay TV becoming more relevant to you?
  • Does the measurability of the web appeal in this climate?
  • Will SEO or SEM get more of your marketing dollars at the expense of Yellow Pages?
  • Will your company use a social media strategy?
  • Will there be more bargains and value around for traditional media options now?

We keep hearing and saying that the times are a changin’, but are your media and marketing plans? If not,  why not? If so, how?

Over to you……

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6 Responses to “What is your media mix in 2009?”

While I think different brands and products will be successful with different mediums, everyone should give social media a shot. It’s an easy, interactive way to keep in touch with your clients, friends, and fans.

Comment by MLDina on January 6th, 2009

My clients canceled all TV, Radio and Print. It’s all about Online and Social Marketing. Search, first and foremost and then BT. Supported by SM.

Comment by Uwe Hook on January 6th, 2009

I look at it not necessarily of how media is changing but how my audience is changing. I’ve got clients where I’ll do the same thing I’ve been doing for the past three years because their audience are doing the same things. However, there are others who will have dramatic shifts (predominantly to social media and pay tv) as they take up newer technology and it becomes part of their life. It’s not what we can do, it’s what they are doing.

Comment by Nathan Bush on January 6th, 2009

Nathan

100% agree. That’s what I mean by the changing media consumption. Marketers need to go where the audience is going. If the public is using Google instead of Yellow Pages, are marketers reacting accordingly? If news is being accessed increasingly online instead of via the traditional press, are advertisers switching? If Pay TV is gaining viewers and offering more targeted audiences than free-to-air, are advertisers following?

Uwe
Thats a big shift amongst all your clients. Is it largely due to your persuasion or have they seen the need for change themselves?

Comment by Media Hunter on January 6th, 2009

When we look at the media mix, one obvious (but sometimes forgotten) thing to bear in mind is that when we talk about Australian consumers, they’re not necessarily in the same place as those of us having this conversation.

I remember having a chat about three months ago with a digitally savvy marketer who was arguing strongly that Facebook was over. His evidence was that he’d moved onto the next thing and hardly spent time with it any more (a common experience for a few of us, I’m sure).

But the problem for the digerati is that this can distract from what the population as a whole is up to. To take that example, there are still people discovering Facebook every day.

We need to remember that our own media mix is often different to the media mix of the mass audience marketers need to reach.

Cheers,

Tim

Comment by Tim Burrowes on January 7th, 2009

In 09 I will be implementing some social media into the company I work for. I am currently wrestling with which to implement, in what order, priority etc as it is a cultural shift for the majority of staff and I need their support to make it happen.

The interesting thing is that every staff member knows at least a few social media tools. The result is that those are the tools that they are keen for me to implement. For example, a few people are into LinkedIn and so keep telling me we must use it. Others have a Twitter account and tell me we must use that.

I am keeping a case study/diary of my progress and will be collaborating with Zac Martin @ http://www.pigsdontfly.com and getting his comments as we progress. Hope to have some good things to report by this time next year.

Comment by Daniel Oyston on January 7th, 2009

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