Delivering the Right Message

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NOELLE WEAVER: "We need to make sure that we deliver the right message to the right people at the right time." It's an age old mantra that has, through the years, been used many times in this business. This week I was talking to a prospective client about the future importance of mobile communications and consumer created content -- their excitement to do something "right away!" caused me to hesitate.

And I realized that, sure there's a lot of cool new technology out there, and everyone is talking about YouTube and CurrentTV, but these days it's just as essential to deliver the right message, to the right people at the right time and on the right platform.

Because the truth of the matter is, while 16-year olds are sending over 200 text messages a month, your 54-year old target may not even know how to send one.

It's easy to get caught up in the headlines and feel that we're being left behind, don't understand new technology and that our clients are moving beyond TV. [Especially when the CEO is telling the CMO "my son and all his friends have a video iPod…we NEED to get in on that ASAP!"] But let's not forget that if we really want to work with our clients as the strong agency partners that we are -- it becomes our best interest to not only learn about these new technologies but to understand who is using them and when. The next time the client comes to you with the idea to create coupons for Blackberrys, you'll be able to advise them if it's right or where their marketing dollars might be better spent elsewhere.

No one should panic. No new medium or technology has ever completely overtaken old media. At most, it's just created a newer, more interesting mix.
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