Message or media

Posted on June 23, 2011 by Ann James

“We’ve got to get on Twitter!”. Really? Experience of communications that work, say that the message should lead a campaign, not the medium. Once you’ve got something useful to say to a (targeted) prospective audience, then research and decide which media – and it’s usually a combination – are appropriate to spread the word. Different media do different jobs in the lifecycle of the communications. I think of Twitter as a notice board. Maybe it’s the modern day equivalent of hiring a plane to pull a banner across the skies – that’s probably as memorable as a tweet will be. It does a certain job, but there’s no point in spending hours, or even minutes, every day tweeting, if you’ve got nothing to say or what you do have to say isn’t going to hit the people you want. So, message first then media. A bit of focus saves alot of time and more importantly, gets results.

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About Ann James

Expert B2B marketing generalist. Digital advantage meets offline. Obsessor of results. Curious, doer, collaborator, deliverer. Questionner. So What? B2B marketer offering a unique combination of creativity, strategic planning and 'can do' attitude. Over 20 years' experience in marketing SaaS & tech for EMEA start-ups, scale-ups and corporate organisations. Extensive skills in creating successful messaging and campaigns to ensure lead and business generation in competitive and emerging technology markets. Highly organised with particular attention to detail, an excellent communicator and pragmatic marketer, delivering programmes that get results. The 'So what marketing' blog is the expression of all I have learned - am still learning - about B2B marketing - I hope it's of some use to you. Contact me for consultancy, contract or permanent assistance to boost your sales pipeline. https://www.linkedin.com/in/ann-james-627973/
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