Is Media ‘Fragmented’ or Is Something Else Going On?
Fragmentation is not something decision-makers seek, but synergy is. Maximizing ROI is something that applies to the whole budget, not just one medium. Communicators are trying to find the “Goldilocks” allocation to media where everything is “just right.” Unfortunately, this allocation will always be changing, because the marketplace will always be changing as well. Competitive actions, technological change, innovation, targeted geographies, consumer preferences, and other factors, are dynamic, so skills in creating optimal media mixes are bound to be sought aggressively by agencies and marketers alike.
Most of all, marketers have realized that multiple media are more effective than just one. As the authors write about their research “...we found that an exposure to one TV ad, one magazine ad, and one online ad preformed better than seeing three ads concentrated in any one media type...” They also state “Seeing a consistent pattern across media creates a more powerful patter in consumers’ brains than the mere repetition of the exact same message in the same media.”
What does this mean for print and commercial printers? It means that printers have an opportunity to get into this fray by finding ways to dispel confusion about the effectiveness of media, and especially print, even the most basic print. First, printers must understand that the print orders they get are only a brief glimpse of what its customers are doing in their overall communications. Be curious: have casual discussions with client decision makers that fill in the gaps and provide a sense of the overall plan, if there is one. Printers can play a role in suggesting media mix alternatives and making sure that clients get the most out of what they do. Most printers have customers who are not sophisticated in media allocation. They may not even be aware that they should have a media mix.