MEdia
Media, like marketing—we all know it, we all talk about it, but do we really understand what it is?
In my experience, media is often misrepresented and misunderstood. It’s used interchangeably with other terms and seems to get lost in the digital world. Medium-sized businesses, especially, get so caught up in the “digital” space or the “influencer” space that they abandon the traditional foundation that built media in the first place.
What do I mean by this? Let’s use TikTok and Instagram as examples. These platforms won’t generate leads for your business, with two exceptions: high popularity or significant volume. This is especially true for businesses in traditional markets such as finance, insurance, or real estate. Expecting TikTok or Instagram to fill your lead funnel, in these industries, can be overemphasized to the detriment of marketing efficiency.
My approach to managing media channels is straightforward and rooted in tradition. I focus on developing campaigns by creating compelling content and leveraging proven marketing techniques.