While you can make a valid point that “the message is king” (or some other catch phrase) in marketing communications . . . I wouldn’t. The medium dictates how that message is delivered, and what you are trying to accomplish.
The message — the core message — can be said varying ways to get the same affect. And, the medium of delivery dictates how you say it, why you’re saying it and what you’re trying to accomplish. For example, here’s how I view common delivery methods. Let me know if you agree, disagree or __________ (you fill in the blank: consumer-generated blog post!):
Advertising: Short and sweet; more about being seen and generating awareness; obviously and expected to be self-promotional.
Direct mail: Short and sweet; eye-catching; promotional; hoping to provoke a response/the next step.
Media relations: Seeking third-party objectivity; can be either generating awareness or trying to educate and inform by havng others write about you; focus on objective writing .
Website: Informing while connecting, engaging and involving audience; somewhat “relationshipal”*; can be promotional without being salesy; also about “being seen” (findable on search engines).
Online social marketing (blogs, boards, viral, etc.): Seeking to connect with, involve and engage audience (that social science aspect); sincerity and transparency are expected; relationshipal*; can be promotional — but be transparent about it.
The above are generalities, but you get my point. While we can communicate the same message in each of the above media, the message is conveyed differently — depending on the audience and the expectation with each delivery vehicle.
Thoughts? Was this a “duh” post? Anything new?
– Mike
*relationshipal: kind of developing a relationship, but not a close or personal one.