In the branding and advertising world, the recurrent show of strength and debate over different mediums are endless. Newer generation enthusiasts side the power of the digital era, while the classicists swear that Print has always drawn a bulls eye response, and the argument could go on and on with Television media, Outdoor advertising, Retail advertising, Online, and so on. But the truth in fact is that, neither is wrong.
So, what is the most influential media channel? To answer this, let’s begin with a retrospection of the word ‘medium’ and how it influences our decision.
Medium is simply the means of communicating a message. A baby without speech would best communicate discomfort by crying, likewise an adult would scream, complain or discuss. Choosing the right way to pass on our message comes almost naturally to us.
Typically, it is imperative to say that speech is the dominant sense of communication since expressions play an equally vital role.
Likewise, media channels engage in different ways of exuding responses depending extensively on your message and your audience, as well as the purpose of your communication. Sometimes, they work great as a stand-alone but in most cases an integrated set of mediums is the tailor-crafted solution to your problem.
Great organisations, over the years, have time and again celebrated success with flamboyant results from Print. Even so, a healthy mix of Digital, Retail and Radio communication successfully takes their message and converts them into desired responses. In fact, in the last few years, a lot of good organisations are spending big on digital, which makes sense since target audiences are big time digital users. On the other hand, there are relevant instances of strong brand campaigns that were carried out here in the UAE and have inevitably verified the power of integrated marketing.
One of the most inspiring example is that of the region’s most loved and leading airline brand who launched an integrated repositioning campaign that acquired it global appreciation and credibility, along with a remarkable shoot in overall sales.
Authored by Mr. Niranjan Gidwani.
