Why hiring a “Media” company won’t help your
Marketing is strategic. It involves a high-level understanding of your entire sales funnel. Marketing is about more than just the content you promote; it’s about the value of each piece, how it fits into an overarching campaign and how it reaches the customer. New ad tech pushed by media companies gives you the ability to put your content in front of the right audience but not always in the right way or with the right message for that touchpoint. Media planning strategies that only talk about “tech” miss the importance of the creative element as well as the intent of the customer in that phase of their journey.
Creative vs. Media
Media companies don’t do brand strategy or creative. They develop your media planning strategies and they give you what you ask for. They don’t develop media planning strategies that deliver more than just reach. Media companies follow your instructions. You want to hit 35-year-old yoga moms? No problem–media companies can do that. They deliver directly to that niche and they do it well. These companies are in the business of selling reach. They don’t stop to see IF you should be reaching out to yoga moms. And if your messaging is resonating to begin with. That is a very different story. They often don’t take ownership of messaging, positioning or creative approaches, and unfortunately, many media planning strategies focus on being “seen” versus “engaging”. And you wonder why you’re not getting response?
Much like putting an engine on a glider that is already airborne, the media “engine” is merely keeping it up in the air longer, but if the glider was never aeronautically (strategically) designed to begin with, an engine won’t help the glider soar… in the same respect your brand won’t scale without strategic messaging.
Driving Results with Marketing Strategy
Good media planning strategies don’t rely on tech for the creative portion of the marketing brief. Instead of relying on interruption strategies, good marketing relies on a creative approach. For example, consider the ALS Ice Bucket Challenge. The Ice Bucket Challenge:
- Educated. The whole point of the icy drench was to mimic the feeling of living with ALS, building empathy.
- Engaged. This marketing idea asked for money or a response. Using viral marketing strategies, this challenge worked in the same way that chain letters do, by asking participants to spread the message.
- Closed. By using peer pressure in a positive way, this challenge brought in more than $100 million.
Media Planning Strategies
The best media planning strategies use a variety of avenues to deliver content, but video, delivers the most impact. One video with a creative approach to fundraising traveled around the world in a clear example of the effectiveness of video.
Noble Digital is a Content-Agency that produces high-end strategic messaging, videos and websites for brands and startups across all verticals.