If you want to be a Hot Button Marketer, you need to know that media choices change faster than a new version of anything by Microsoft that needs to be patched. In my old advertising agency days, there were basically two decisions about media. Print or broadcast. But now everything has changed. Especially when you aim for consumers’ hearts and market to their emotions. Each new peer group has its own emotional baggage and people move between them at breakneck speed. It’s up to you to stay current.
My wife is a high school teacher. She had trouble getting the dvd player to accept the dvd. Naturally, she asked the kids, who probably know more about popular tech than Steven Hawkings. They looked at each other and one kid said shyly. "We're passed DVD." My wife asked, “Uh, how do you watch movies home?” They answered "streaming." Now streaming is a technology that has only recently taken hold. But it's the media to use if you're chasing a broad band of buyers (pun intentional, if you can find it.)
Another example. I belong to "Guardians of the Children," where we attempt to stop child abuse and bullying.* Our presenter mentioned that kids should be aware of Facebook bullying. Uh Oh. Missed again. When he mentioned Facebook, the kid's eyes rolled upward. "We don't use Facebook anymore." We asked what social media they used. They said Snapchat and Instagram are now the social media of choice for teeners and tweeners. Instagram is the choice of millenials.
I have used LinkedIn for years. I like it a great deal. But it is struggling to hold on to its stature and user base. LinkedIn needs to be more effective as a business leader, not just a social scene for people looking to change jobs. I get at least two invitations to join other business networking sites each week. They are giving LinkedIn a run for its money. My time is limited. And so it is with everyone. And so it is with LinkedIn. As a Hot Button Marketer, you have to know who its going to be.
I'm not going to belabor the issue of cable cord cutters who want cheaper and more specialized streaming channels. Yes, Cable has had its "greedy" days as a prime media. Today everything and everywhere is a media carrier and a mini cable company. (I've happily moved on from Cable to Internet Streaming via my SmartPhone and tablet.) It's rather cool to watch one of the forms of HBO on my smartphone as I work out on the wretched treadmill and weight machines.
The point is, media is moving and opportunities are coming and going faster than ever before. As a Hot Button Marketer, you have to move with changes as fast as they come. Your target audience is sure to move faster than you can research. Look at the media plan you created last year. Hate to tell you but it's probably out of date. Adjust your focus now if you want to keep up with your market and be a Hot Button Marketer.
*Please e-mail me if you want to learn more about "Guardians of the Children."