Like making a cake, it takes the right combination
When baking, temperature, timing, and ingredients all play an important role in determining the right outcome. By comparison, the three elements you should focus on are media selection, making sure you have the appropriate content, and ensuring timely delivery. With the right combination your audience will enjoy the results.
One medium supporting another creates message consistency
Print catalogs have a long shelf life and are an invaluable tool for referencing products, but time sensitive information, such as pricing or availability, can become outdated. An e-commerce website can provide that content in real time, but competes with the multitudes of other online companies offering the same or similar products. Both of these mediums are important in the mix. By incorporating catalog requests via the website, and including e-commerce QR codes in the catalog, both mediums can support their individual strengths.
Beware of Snake Oil
In the old West , traveling salesmen would appear to have the solution for every ailment; they called the cure-all Snake Oil. Many a customer was disappointed to discover that this special elixir didn’t do anything but line the salesman’s pockets. In todays world we can get caught up in the excitement of a new media, hoping that we’ve found the ultimate solution, only to discover modern day Snake Oil. A good way to avoid this pitfall is by asking your customers what medias they use, then proceed to check what other companies in your industry are doing.
Not all mediums are created equal
Online, print, social, and mobile medias all of have their strengths and weaknesses. Be careful not to jump into the next greatest thing and ignore the medias that still are working. By tracking your content and establishing specific media campaigns, you will be able to see what is working and what is not. Implementing content analytics helps to ensure that you are feeding the right media and not wasting resources on a dinosaur.