Media trends, much like fashion, can go from “in” to “out” surprisingly fast. Take corduroy, for instance—it’s back in fashion, but how long will it last? The same can be said about advertising strategies: what’s considered cutting-edge today could quickly become outdated. Nick Manning suggests autumn is a great time to rethink media strategy, but the key is knowing what trends to embrace and which ones to leave behind.
Lesson 1: Fashion vs. Fashion Victims
Today, names like Byron Sharp, Mark Ritson, and Les Binet dominate advertising thought. But are their ideas timeless, or are they just the latest trend? Sharp’s How Brands Grow was once seen as the definitive marketing theory. But now, Felipe Thomaz, an associate professor at Oxford’s Saïd Business School, challenges this thinking. After analyzing 1 million customer journeys, Thomaz argues that Sharp’s focus on maximizing reach might not always drive brand growth. According to Thomaz, different media channels work differently depending on the category, and optimizing just for reach can lead to mediocre results. It’s time for brands to move beyond the latest fad and focus on what truly works.
Lesson 2: Don’t Fall for the Emperor’s New Clothes
Thomaz’s research is still pending peer review, but some key points are already clear. Studies from Ebiquity show that while all advertising channels can deliver returns, some channels work better than others depending on the category. Additionally, media signaling research by Richard Kirk reinforces McLuhan’s famous idea: “The medium is the message.” While programmatic advertising promises the “right person, right message, right time,” it’s crucial not to overlook traditional media like TV, outdoor, and print. Innovation matters, but so does reach. Over-targeting a small group of ideal customers could leave your brand with little room to grow.
Lesson 3: Find Your Own Style
A decade after the publication of The Long and the Short of It, brands are still learning the balance between long-term fame and short-term sales. Today, fame is often more about dominating a specific audience bubble rather than reaching mass awareness. Targeting is effective as long as it’s strategic and provides enough volume to drive growth. The classic 60/40 split between brand building and promotions may not be perfect for every brand, but it’s a useful starting point. Adjustments should be made to find what works best for your unique situation.
Staying Relevant in the Ever-Changing Media Landscape
To stay ahead of the curve, read industry reports like the IPA Effectiveness Award papers. The brands that achieve real, lasting success are those that test theories and adapt best practices to their own needs. These companies invest in structured testing and continuously refine their media strategies. By focusing on empirical data and ongoing experimentation, they ensure their approach remains effective and sustainable. Ultimately, they find their own style—and yes, there will always be room for trends like corduroy, as long as it suits them.
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