Which Matters Most: The Medium or the Message?

Among the Internet’s countless ramifications, it has democratized those who otherwise may only have been peripherally involved and in touch with “marketing.”

Prior to such technology and connectivity, individuals, businesses and other organizations usually sought the counsel of those practitioners adequately trained to promote their interests. As with many fields and professions, and those that needed them, this served as a sound and symbiotic formula for success. For that which you don’t know, go to an expert who does. Capitalize on their experience, talents and relationships, and benefit accordingly.

With the ubiquity and entrenchment of the Internet, however, unprecedented access to the tools, information and channels traditionally in the realm of the experts became universally available. Now, anyone, anywhere could dive in and produce their own websites, blogs, marketing materials or anything else they desired. They could put their name on it and what they sold or offered and shoot it out into the world wide web for everyone to see. And many of them waited. And waited. And waited for customers, revenues, anything. But for many, that didn’t come.

Having the tools to build something doesn’t necessarily mean one knows how to, or even should, build that something. Often, such rushes to often bad judgement can do more harm than good.

Two primary elements matter most when marketing your business: The message and The medium.

The message is not only what you want to say to make your interests visible to those most likely willing to do business with you. The message is also effectively translated into how those people most want to hear it. Remove yourself from the equation, unless you happen to fit the profile of your own customers and clients, and concentrate on what it will take for your clients’ comprehension and acceptance. The complexity and difficulty in this is why it is very often advisable to seek the guidance of a marketing professional.

The medium is equally important because which media you use should correspond with what your target audience (clients, customers, etc.) are likely to willingly access. Media can include interactive (Internet), broadcast (TV, radio), outdoor (billboards, signage) and more. Buying media can be very expensive, so it is important to make sure you are purchasing the media you need wisely.

On the surface, it may seem that the Internet and what it offers related to marketing has simplified the marketing process. In reality, its existence can make choosing the right decisions more complex. Now, more than ever, is time to engage the wisdom and experience of the marketing professionals who not only know how to craft your messaging but are expert at employing the tools to disseminate it effectively.

The Great Outdoor(s) – Advertising

Walking through any town or city, it is common to see many people hunched over or otherwise engaged with their mobile devices. And when given the chance to sit in the right environment and with a Wifi connection, one is just as likely to see eyes riveted on laptop screen and iPads.

In many homes, it’s much the same. Children focus on fights and fury brought to them through computer games, parents shop online and many people tap into their entertainment through streaming Netflix.

The commercial formula that founded the Internet includes offsetting the expenses of consumer access with advertising. In many cases, this works through obvious online ads and advertorials to consumer behavior tracking. One of the challenges for advertisers is to try to cut through the cyber-clutter and be visible and persuasive. It’s a very crowded playing field.

So with these potential obstacles, when can one improve their chances to grab the focus and attention often so difficult to find online? How about outside? Or, technically speaking, outdoor advertising.

Fortunately, there are parts of most people’s days that are not spent in front of a mobile device or computer screen. Short and long term travelers, whether on foot, in the car or using mass transportation, have their heads up and are observing the world around them. Effective outdoor advertising can be in that world.

With professional marketing counsel, businesses and organizations can strategically purchase space on electronic and static billboards, mass transit signage and numerous other places that can feature their message. Usually, the competition for attention is far less than other mediums. And with effective creativity, the visibility pays dividends by being remembered.

Of course the Internet is not entirely absent from this process. Outdoor messaging often drives consumers to the advertisers’ websites. The difference is that these consumers, when made aware of the outdoor messages that interest them, now have a specific destination to go to on the Internet — yours.

Pinterest launches Buyable Pins for Android; social networks are gearing up for online retail

Over the years, more and more consumers have started opting for online shopping. Looking at this trend, many social media giants have plans to cash in on the ‘online shopping’ frenzy by incorporating it into their platforms in small and steady ways. Both Facebook and Twitter have been working on/testing buy button directly within the social site, and now Pinterest finally brings its Buyable Pins to Android after introducing it for iOS in June.


Pinterest made the announcement via its blog and shed some light on its new Pinterest Shop and also highlighted some pointers about ‘on trend’ feature which offers curated collections on clothing, jewellery, home items and more.

This isn’t the first social-networking platform to incorporate such a commerce strategy to its service. The only edge or major advantage to social giants getting into online retail is that they have a massive following which allows their service to be used by millions worldwide. A few would either allow shoppers to directly buy products within the website or direct them to another e-commerce portal. In any case, social networks provide a gateway for consumers and posses a strong brand name globally as well. It also makes perfect sense as almost 80 percent of the crowd spends their time on social platforms, so why not offer them the ability to shop as well!