Our media habits have changed irrevocably. But much of today’s marketing is still biased toward how we consumed media in the past.
It feels like we’re in an awkward adolescent stage of media planning. Digital media is often bolted onto traditional media in a disjointed way. There’s not enough integrated planning where the big marketing idea comes first. Instead, a traditional media campaign is frequently shoehorned into digital media. Sometimes new media channels are picked, not because there’s a consumer insight, but because they’re the trendy flavor of the week.
One tactic that embodies this disconnect is the haphazard use of QR codes, pasted onto traditional media in an attempt to “go digital”. But often they just link to a corporate web site not designed for mobile (as this cartoon from a couple years ago shows).
I’d love to hear your thoughts on media planning in 2015. I also want to say thanks to Cody Gibbs for suggesting this cartoon idea. If you ever have marketing stories that would make good cartoon fodder, please let me know.
(Marketoonist Monday: I’m giving away a signed cartoon print. Just share an insightful comment to this week’s post by 5:00 PST on Monday. Thanks!)
John says
February 22, 2015 at 1:50 pmI agree completely, but equally heinous is the prevalent belief that changed behaviour implies changed motivation. In reality, human evolution tends to be slightly slower than technological evolution.
Pontus Staunstrup says
February 22, 2015 at 2:52 pmTom, your point about digital being bolted onto traditional media is spot on. And I’m happy to see you used the much maligned QR codes as an example. Nothing wrong with them, and a very useful bit of tech in the right circumstances, but marketing really ruined that. Using them in the wrong context, or to share content that did not meet the needs of consumer at that stage. Thanks!
Zennie Trang says
February 22, 2015 at 10:37 pmin vietnam, strategic comm. planners are not too focused on the media consumption. it’s merely on the task-list of media agency. and, those media agencies are driven by revenues and commissions not by consumer-related facts and truths.
coming to the media landscape, I really hates when they’ve kept stating that TV is the best way to communicate, disregarding the fact that people’s time-spent on TV is getting truly humble. even that they watch TV’s content via their mobile devices (iPad, SmartPhone…)
Jim says
February 23, 2015 at 6:06 amTom, you hit the nail on the head, again. The QR died a early death do to marketers using incorrectly. My favorite example is seeing QR codes on outdoor boards along interstates highways for national brands. Really? Shame on you national brand (and national brand agency. As always, thanks for bringing your insight into such sharp focus.
S says
February 23, 2015 at 5:37 pmi think besides banner ads, KOL engagement is a trend to spread a product on social media. I don’t mean just simply seeding them a product for trial. But with strategy, each KOL can be one of the media. We discuss with them for an angle of a product and not necessarily seeding one. Like Facebook, you can also consider to place an ad to boost an engaged KOL or other facebook pages post, so as to widen the segment that you can reach.
Wayne coleman says
February 28, 2015 at 2:35 pmA couple of years ago I saw a QR code on a small sign stuck in ground next to street where I was driving.
Luckily I was able to get a bad picture of the sign while stopped for light. A year ago I saw a code on a billboard along side a major street. Problem was that sign was at least 50′ up & even more impossible
To scan. Both are further examples to make your point- both within a mile of each other.
Nick says
March 2, 2015 at 9:18 amGreat post. That is why strategy is so important. The channels will change, but strategy goals remain the same. We can’t just chase shiny new objects and throw money at them. We need to develop strategy and then develop content for that channel.
Tom Fishburne says
June 11, 2015 at 7:11 amtest