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.