Shiv Singh pointed the way to a graphic that perfectly captures what Brand Managers are faced with today. The complexity of marketing and media choices has exploded since the 1980′s. But at the same time, this is what makes it so fun to be in brand marketing right now.
About Dave Knox
Dave Knox is CMO for Rockfish, one of the fastest growing digital agencies in the country. Dave is a partner in Rockfish Brand Ventures, serves on the Board of VCU Brandcenter, and is the co-founder of The Brandery – one of the top 10 startup accelerators in the country.
What happened to newspapers and magazines on this image? They aren't dead. Not yet.
Great graphic and so true. Even in the '80s too much time was spent on media selection and not enough on basics like say, target market and positioning..today it is even worse.
This graphic makes it clear that Media Strategy is possibly a hollow man when you compare it to connection planning. The media and channel planners are focused on the means not the ends. Connection planning is customer centric. Will Connection Planning come back ? We shall have to wait and see.
Thanks, Dave. I posted a similar graphic on my blog this morning, only with no connecting lines, because consumers connect those lines and we don't. That said, "connection planning" is absolutely possible as Michael Graham Syd suggests. And YES, I agree — this is why marketing is so fun today!!!
Very interesting graphic, particularly the juxtaposition with the 1980's option. I was curious what 'augmented reality' meant and how a brand marketer would achieve that?! Regarding the above comment on newspapers and magazines, would that fall under the 'Press' bucket?