I just read an interesting post by Danny Brown<a title="Measuring traditional media" href="http://dannybrown.me/2010/11/22/traditional-versus-social-media/" target="_blank"> about measuring traditional media</a>. The jist of it being that social media is a really cost-effective way for reaching a lot of people, but it might not be the best way of getting your message to a particular audience, especially if they don't even care about social media. And it got me thinking. Just this week we were asked to produce a booklet for senior healthcare professionals which would be a useful summary of all the clinical studies and articles written on a particular product of ours. Yes, a <em>paper booklet</em>. <em>Here we go </em>I thought as I rolled my sleeves up and went valiantly into the fray. I was ready with all my well-thought out arguments: Who the heck wants a booklet in 2010? Wouldn't they just use Google to find the articles and studies? Hardly paints us as a progressive company does it? And so on and so so forth. But what became apparent after a lengthy and lively debate was that <em>really</em> understanding the needs of the target audience is of absolutely fundamental to success. Maybe my desire to push us into the <a title="What I learned at the B2B Magazine Annual Marketing Conference" href="http://pullandpush.wordpress.com/2010/11/12/things-i-took-from-the-2010-b2b-marketing-annual-conference/">Brave New World</a> meant that my vision had been clouded slightly. These healthcare professionals read and <em>enjoy</em> what might seem to us to be very dry academic journals. And these journals are often picked up from a coffee table and read during a break, which in itself sparks discourse and fuels discussion. Sure they have smartphones and some probably use social media themselves. But it's just not the primary touchpoint for these people. So we agreed to producing a well designed booklet, but also to <em>support</em> it with a specific landing page - which will mean we can measure the success of the campaign too. It's likely that we'll also use some social media tactics to spread the word wider and further. Yes, I'm afraid I'm going to use the 'i' word too but in this instance <em>integration</em> (waiting for the QI style klaxon here!) of offline and online really feels right for the audience.
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