There’s always many considerations when selecting the right media mix for your audience. A careful analysis is the first step, understanding your audience, your product or service, your budget, and your goals for the campaign. Today’s media options are so many and so varied, it can be overwhelming for organizations that are budget-conscious. Companies find themselves asking if we should do one thing OR another, or they end up splitting a budget in so many pieces it can be difficult to reach the amount of impressions required to really make an impact.
It’s an exciting time, full of options and opportunity to really creatively choose your media to fit the message and the goals. While digital media cannot be ignored, traditional media still has proven reach and results. Consider these facts from Statista. “Radio is the second most powerful medium in the United States, reaching 59 percent of the country’s population daily. In comparison, 49 percent are reached by the Internet while print media accounts for 13 percent. Only TV, with a daily reach of 80 percent, is consumed on a daily basis by a broader audience. Online radio is, somewhat surprisingly, used by just 15 percent of American radio listeners, even though close to 80 percent of the U.S. population has access to the internet.”
Bottom line is, the media is dependent on lots of factors. Careful analysis and consideration, with a healthy dose of gut instinct on where your audience wants to hear more about you, can lead you to the proper mix. When possible, pull in a traditional, proven media and add a healthy dose of innovative new ways to reach out. Surrounding your audience with the message can create quite an impact over time.