Frequency vs. consistency

A hundred years ago when I was in school taking marketing and advertising classes, Reach and Frequency was the mantra of the day.  In an era when mass media allowed you to reach everyone relatively cheaply, the way to get your message seen/heard/viewed and remembered was to make sure the message reached a broad audience and that the audience saw YOUR message frequently enough so that it would be remembered and, hopefully, acted upon.

With today's electronic media, and with some of recent and upcoming changes to the golden oldies of print, radio and TV, we can send customized messages to micro-targeted audiences inexpensively and efficiently.  Reach is still important, even though it now is a bit more nuanced.  I would argue, however, that frequency in less important these days.  Instead, the extreme targeting power of social and electronic media shifts the focus from frequency of message to consistency of message.

Old marketing messages no longer go into the recycling bin with the morning's newspaper.  They last forever on the internet.  What is almost more disconcerting is they can be found and read by your prospects with almost as much ease as they can find and read your current, intended message.  Because of this, I would argue that long-term consistency of message is as important, or more important, as frequency once was.

Reach and Consistency is the name of the new game!

Deja Vu

I feel like I have been here before.  Trying to decide whether to issue mea culpas about being absent for so long form this blog or just plow in and write something interesting and scintillating that will cause the one person who might still be reading this thing to pass it on to a friend, etc.

Perhaps it is the irony that the last blog I posted before a hiatus of almost a year and a half, was a blog on self-promotion.  Perhaps it is a feeling that I need to reconnect with my marketing roots...or my writing dreams...or both, by wrting this blog. 

Or maybe I actually have something to say.

I am going to make a commitment to writing very regularly in this blog.  I will not make a commitment that what I write will be particularly insightful, interesting or event comprehendable.  If you do stumble across this blog, please let me know what you think...or just that you stopped by to check it out.  Thanks by the way...

That is enough self-concious navel-gazing for now.

I will close with one simple message that I will continue to make...that point is that marketing DOES matter!  In virtually every situation.  This is not a profound statement

Talk to you soon...