As marketing folks we talk the talk about being relevant to our consumers, but do we walk the talk? In T&T we are still largely using traditional media to reach our targeted consumers; so press, radio, TV, billboards are the media for which we shape and design our messaging. The use of digital media is largely confined to Facebook by most brands, from what I can see.
What if we really took a media neutral approach and let the target and what they consume drive our messaging. This may sound like Dah! That’s obvious. Terry Pratchett once said: “Anyone with half a mind could see that,” said Tiffany. Miss Tick sighed. “Yes. But sometimes it’s so hard to find half a mind when you need one.” The medium is as important as the message, especially for 18-34. Are you spending hours finessing a headline that your target does not see?
For example here’s how the NBA is keeping in touch with their younger fans via Instagram.
So marketing folks, get out of autopilot and start meeting your customers where they are or you may “wasting your sweetness on the desert air.”
Picture courtesy: morflearning.com
