The media industry appears to be in a state of turmoil, a dog eat dog existence that has no foundation nor a purpose for the future. Against a back drop of fragmented media offerings, declining audiences, flat revenues, online media scandals and lack of placement transparency, is it any wonder that a call for a "Back to Basics" approach is not unreasonable?
For media strategy, media planning, media buying and media audit, the keys of "Back to Basics" can be defined as follows -
* Clearly define your core audience
* What is a fair price to effectively reach that audience and have your message seen or heard
* What is the ideal reach and frequency of repetition to make your message remembered
* Conduct an audit of performance measured by industry recognised and approved audience numbers
If your media has not undergone a "Back to Basics" make over, then it is worth it to turn off your media spending whilst you reconsider what truly works and what is simply a waste of money. Hit and miss frantic media activities in this current environment do not work and will only get worse if you continue to be sucked into the vortex of the popularity vote .......
IE: participating blindly in what is the latest and hottest medium mentality
" Back to Basics" is recommended for those advertisers and marketers who want responsible media practices and who seek to gain the optimum ROI . Are you courageous enough to turn off your media spend whilst you review what is truly going on?
Media Futures presents industry related articles in the search for the best possible and professional practices in Media Policy, Media Strategy, Media Planning, Media Buying and Media Audit