Heard from a couple of you w/ regards to the iMedia “Myth Busters” panel I’m going to be on this Tuesday. Below are the 3 key points I gave to the moderator. What do you think?
“Online” or “the Internet” is a medium in the the same sense that, or can be considered/compared to in an apples-to-apples way with, TV, radio, magazine, out-of-home, etc in terms of media mix allocation. TV, radio, magazine, out-of-home, etc. imply a “pushing” of message. “Online” or “the Internet” are best leveraged when there is a “pull” – and the investment buckets, not to mention the people resource buckets, push and pull come from at a marketing organization and/or agency tend to not be the same. Many “online campaigns” and pure-play online businesses don’t really require “media spending” at any significant level to be successful, but they do require a keen understanding of how the platform of the Internet operates to make themselves easily found. That tends to require a different kind of investment and resource allocation than “successful” TV, radio, magazine, OOH, etc. “campaigns”. So trying to figure out how to shift TV or print money into online is short-sighted – especially as all media becomes digital and runs on the platform (i.e. not the “medium”) that is the Internet.
Another one is thinking one, universally applicable definition of “engagement” or success is possible. ABC’s upfront presentation got me going on this one. Efficiency at the front end or amount of time people spend “watching” is not necessarily a predeterminant of success on the back end. Marketers need to define success and the systems to measure it for themselves, share it completely and fully w/ their partners/agencies, agencies need to take care of the front end to make sure whatever is negotiated produces desired results on the backend, and reward media vendors accordingly with business – regardless of how high or low CPMs are.
Most tactically is mobile as a “medium”. It’s not a medium. It’s a tool that allows people to not have to carry around scraps of papers, shopping lists, to do lists, little black books, etc. Develop a functional experience in mobile that allows people to solve the day to day problems they have with stuff they usually have to carry around in their purses or pockets.