Learn audience preferences

Let's get one thing clear. None of the media currently (or any time soon) telling you that it's the marketing equivalent of the silver bullet, actually is. When TV arrived, did radio and print advertising stop?

Why, when Argos sell so much online, do they still print a catalogue? And if Google is the answer to all your online marketing needs, why do Google themselves advertise on TV?

The reality is that no single media will reach any given audience, and no one media is right for communicating every kind of content.

The answer is to develop a genuine understanding of your different audiences' preferences and then provide them with the information they want, in their preferred choice of media.