Our new media planning models are totally incorrect, according to Don Schultz. Chiefly because they fail to acknowledge dramatic changes in market behavior. And to prove it he’s pulled together new research that shows that media planning is so far out of date it needs to be rethought, reorganized and redesigned.
First, the basic "stimulus-response" model on which media advertising is delivered needs to be revised, in light of new cognitive psychology models that are emerging. Second, today's systems plan and measure media independently, but consumers don't use media this way any more. All of which requires new, analytical methodologies that allow marketers to define the synergy among and between various media forms in the marketplace. Traditional, online and hybrid.
Defining how all media (he’s identified 31 new media forms) work together in the context of simultaneous media use and buying behavior should play a major role in your planning process.
Navigating The New Media Landscape is the latest in Mobium’s New Paradigm Series – exploring revolutionary changes that are altering business-to-business communications and one of the BIGfrontier seminars.
