A formula for successful marketing campaign in the 21st century
The lesson about frequency is definitely a good one, and a lesson that can be applied in all kind of practical ways when we’re talking about activities like email marketing, networking, social media and blogging — all of which are undoubtedly frequency activities whose effectiveness are likely to increase when used regularly to reach a specific audience.
But with mass media advertising taking an increasingly reduced role thanks to the rise of new and online media, reach and frequency can’t be the only factors for success — there is a third variable in my new marketing formula: CONTEXT.
In our curent environment, a good marketing campaign will combine Reach x Frequency x Context.
Of course, the context of marketing messages has always been important and so this isn’t a necessarily new idea. But apart from the Yellow Pages and “As Seen on TV” product offers (which attempt to create their own context by adding the urgency of a special limited-time offer), there weren’t a whole lot of ways for traditional marketers to impact context.
In today’s world, however, that’s not the case — Google, Facebook, email, Twitter and countless other media now exist that allow businesses to color all their messages with context: sent at the right time, findable in the right place and under the exact right set of conditions.
My belief is that while reach and frequency remain important (after all, a marketing message does still need to be seen by more than one person and likely multiple times) it is context that will ultimately determine success in any marketing activity.
So when you’re weighing a marketing campaign or advertising opportunity, don’t just consider how many people you can reach and how often: consider also how and when you are reaching them and whether the proposed combination of Reach x Frequency x Context is likely to result in a lead or sale.