Death To 'Broad'cast - Long Live 'Multi'cast
 | Back in "the day", 'broad'casting was the powerful way to catapult your brand, you message to the masses. The generally indiscriminant broadcast media could reach fairly large percentages of the population with a fairly narrow media buy. My how things have changed. The splintering of mass media, couple with the self-selecting power of the web, now requires marketers to think about message and medium in tandem. How can you leverage the power of numerous narrow-cast channels, with each execution tailored to the vehicle, while maintaining the central message and uniform position of your brand? This is the challenge for today's marketer. Let's call it multicasting - targeted messages adapted to a range of "media" simultaneously executed online and off. It requires mastery of both web marketing as well as conventional media, each used to deliver the greatest bang for the buck. Utilization of the brand-building power of narrow TV and YouTube placements, coupled with online destination/conversion sites and integrated social media avenues such as Blogger, Flickr and Twitter. The concept is a solid way to drive both brand position, as well as product promotions. And it comes with implicit measurability. Now, senior marketers simply need to enhance their understanding of this broad range of marketing avenues (without the assistance of a 16-year-old). |
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