THE IMPORTANCE OF MEDIA NEUTRAL MARKETING

We were recently asked by a client planning their 2010 marketing budget how they can adopt a more media neutral approach to their planning.

The rise of the internet and digital marketing has changed how we need to communicate with people, yet sometimes having an obstructive agency set-up - for example a large above-the-line TV agency - can dominate and steer the correct planning process off course.

Planning in great detail can get very complicated, however for initial planning the basics are simple. How can you meet your objective (whether it be customer numbers, revenue or profit) in the most cost-effective manner possible? Is there a relationship between one marketing channel and another? Do we have the correct tracking in place enabling us to see the bigger picture - and so we aren't putting budget into an area where we aren't certain what is happening?

Can you answer yes to all these? Then you can start getting more sophisticated, but in our humble experience sometimes it helps to get the right basic building blocks in place. If you can't honestly answer yes to these, get in touch and let's work together to make your marketing budget go further and achieve your objectives sooner...and more cost-effectively...

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