Looking Toward the Future
Posted: January 6, 2010 | Amanda Fildes
This Knowledge@Wharton article stood out to me because it mirrors conversations I have with clients and colleagues every day. Wharton’s “Future of Advertising Project” focuses on advertising but the concept is the same across all areas of marketing – how will new media channels fit into our go-to-market strategy?
With such a rapidly changing landscape people can find it difficult to keep up. Companies range between wanting to ignore all emerging channels and stick with their tried and true methods to wanting to adopt every new medium that they read about. The answer – as you might expect – lies somewhere in between.
The process for evaluating a new media channel shouldn’t differ significantly from your processes for evaluating “old” media channels. Does the new media channel reach your target audience? What is the cost/benefit analysis of adopting the new channel? Does uptake of the new channel improve the perception of your brand?
I have participated in this process with several of my clients over the years and have found that by fitting new media channels into your marketing “big picture” you’ll find the landscape much easier to navigate.
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