Tell me about marketing with different media

June 26, 2024 6:31 AM

For people who know marketing: I'd like to learn a little about the relative merits of different types of media, or under which circumstances different media are best used, or it's best to use multiple methods because blah, etc. I am thinking of, for example animation, audio, digital, graphics, photos, text, video, etc.
posted by NotLost to Media & Arts (5 answers total)

Do you mean organic content/owned media, like a website, or is this for a campaign that’s paid?
posted by warriorqueen at 8:58 AM on June 26

The 'best' is going to be the kind of content that works for your type of business, your brand, your customer base, your budget, and your goals. There is no hard and fast answer to this, and the answer is always changing as the platforms used evolve and the algorithms shift.

A good marketing campaign will approach things from a variety of angles to capture the fullest spread of the target market, and will stay on top of current trends and functionality of different platforms and media types.

Yes, you can teach yourself marketing if you're willing to commit to watching a lot of very current guides and tutorials and reading a lot of articles, but it has a bit of a learning curve for sure.
posted by ananci at 9:18 AM on June 26 [2 favorites]

Response by poster: Do you mean organic content/owned media, like a website, or is this for a campaign that’s paid?

Mmm, both. There will be a website for the campaign, there will fliers, and there may be digital ads. There probably won't be ads in print or over-the-air, because the campaign needs to be more targeted. I am not sure what else there could or should be. I don't want to say too much because of privacy reasons.
posted by NotLost at 9:29 AM on June 26

So - you need to work out who you are targeting with your marketing campaign - 13 year old girls? Retired professionals? Sporty 20-somethings?

Then you work out where they are - Instagram? TikTok? Stuck in traffic staring at billboards? Those are the mediums you want to use.

Then think about your call to action, what do you want them to do? Click a link/scan a QR code to sign up to something? Feel a certain way about your brand? That should also help you decide on the best medium/s to use.
posted by penguin pie at 9:51 AM on June 26

Best answer: Agreed with everyone above. But to try to take the question as asked -

If you’re running a digital ad campaign for awareness (people knowing about you and opposed to like, pay for tickets) the one insight I can share is that video assets in ads consistently get more engagement on social media platforms (includes YouTube) than static ads.

Other than that, the thing is there is no magic sauce medium. I would generally advise to keep things simple and as short as possible. Good visuals (images) are really important and impactful, as is good (and short) copy writing. A short video (did I say short enough times?) can add to the storytelling or messaging if it’s compelling and to the point…in some cases.

A good website convinces your target audience to do [x] or be aware of [y.] A simple site and online ads with more $$ to get in front of people will be better in the vast majority of cases than some audio production.

Everything fancy should only be used if there’s no other way not to. Marketing is often about removing noise.
posted by warriorqueen at 10:48 AM on June 26 [2 favorites]