Which medium are you choosing? What about your target market?

July 9th, 2008 at 05:00pm Bill Swick

There was a time not too long ago when you didn’t have that many choices when it came to delivering your marketing messages. In the media, there was print, radio, and television. Beyond that, you could call people, advertise in the Yellow Pages, throw up a few billboards; or hope to reel people in at the point of sale.

The game has really changed…hasn’t it?

The internet alone offers so many marketing opportunities that it’s mind numbing. And so much of it is cheap (or even free) and may have a long shelf life. All of this seems like a good thing for those trying to spread their word – just don’t ask the mainstream media.

But before sending off a zillion emails to strangers in Nova Scotia, think about who you’re trying to reach.

If you’re running a business that’s strictly going after local consumers, the global reach of the internet may not be your best bet. Perhaps a large portion of your target may not even regularly use the internet – like seniors.

Don’t get me wrong – we love the internet. It’s a great value for your marketing budget. But don’t board up the TV stations and newspapers either.

Financial experts will tell you to diversify to maximize returns and minimize risk. We think that diversification is good advice for how you invest your marketing dollars.

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