News
Godfrey Offers Solution to Media Fragmentation
Solution to Fragmentation - A Media 'Lobotomy'
August 10, 2007
August 10, 2007
Lancaster, Pa. — For business-to-business marketers who are struggling to make sense of the new media spawned by the Internet, Godfrey suggests an innovative solution – a media “lobotomy.”
“B-to-B marketers should forget everything they know about media planning,” says Stacy Whisel, media director. “They have an ever-expanding array of media available to them, from search and online advertising to webinars and Podcasts to social media (blogs, Wikis and discussion boards).”
B-to-B marketers can learn more about new media options – and how Media Channel Planning can help them make the right choices – by downloading Godfrey’s white paper, “Proliferation of Options Requires B-to-B Media Channel Planning.” (112 KB PDF)
“In addition to the number of new media choices available to B-to-B marketers in the 2.0 world, today’s media present new communications capabilities that allow subtleties of use and approach,” Whisel adds. “To exploit these opportunities heightens the value of media planning and transforms tactical media buying into what we call strategic Media Channel Planning.”
According to Whisel, Media Channel Planning is the process of selecting the proper media channels to achieve the desired marketing outcomes.
“More than ever before, different media excel at different parts of the buying cycle,” Whisel says. “So the choice of B-to-B marketing media no longer revolves around rates and reach, but is a more integral part of marketing strategy.”
Godfrey believes there are five important aspects to Media Channel Planning for B-to-B marketing in a 2.0 world:
“B-to-B marketers should forget everything they know about media planning,” says Stacy Whisel, media director. “They have an ever-expanding array of media available to them, from search and online advertising to webinars and Podcasts to social media (blogs, Wikis and discussion boards).”
B-to-B marketers can learn more about new media options – and how Media Channel Planning can help them make the right choices – by downloading Godfrey’s white paper, “Proliferation of Options Requires B-to-B Media Channel Planning.” (112 KB PDF)
“In addition to the number of new media choices available to B-to-B marketers in the 2.0 world, today’s media present new communications capabilities that allow subtleties of use and approach,” Whisel adds. “To exploit these opportunities heightens the value of media planning and transforms tactical media buying into what we call strategic Media Channel Planning.”
According to Whisel, Media Channel Planning is the process of selecting the proper media channels to achieve the desired marketing outcomes.
“More than ever before, different media excel at different parts of the buying cycle,” Whisel says. “So the choice of B-to-B marketing media no longer revolves around rates and reach, but is a more integral part of marketing strategy.”
Godfrey believes there are five important aspects to Media Channel Planning for B-to-B marketing in a 2.0 world:
- Media agnosticism. The new realities require that planners scan the media landscape and fashion a program specifically targeted to the needs of a marketer’s technology, product or service.
- Customer focus. B-to-B marketers need to understand who the members of the buying team are, what they need and, more than ever, their habits and behaviors on the job and on their own time.
- Integration. It has always been important to integrate advertising, direct response, public relations and web activity. Media fragmentation makes an integrated approach even more crucial.
- Targeting. Never before have media professionals and marketing communicators been able to target customers and prospects so precisely, so far along the selling spectrum.
- Accountability, Accountability, Accountability. The new media enable a level of measurement unprecedented in B-to-B media. That means not only better information, but also faster feedback.
Godfrey provides full-service, integrated business-to-business branding and marketing communications services. The agency offers research, brand management, advertising, public relations, digital marketing, search (SEO and SEM), media, direct marketing and analytics services.
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