Media independence is a very worn term in marketing. It’s been hyped to the skies by agencies and advertising tutors all over the world, and considered the holy grail by many.
They’re all wrong.
Back in the day when media was equal to mass media and television networks could have 40% rating shares, talking about media independence made sense. Today, the cannels are many, specialized and narrow. Talking about media independence in this new world is like using the same language regardless of country or culture.
The media channels are many and diverse, and they have different audiences. Many times the channels are not the channels at all – the content is. And you are still talking about media independence?
I would rather talk about channel orchestration, distributed marketing, and media dependence. The same product can very well be marketed in different ways to different audiences. It should be. When in Rome…
Our agency is highly media dependent. And channel orchestration is a key part of our strategic toolbox. Integrated marketing is not the holy grail, distributed niche marketing is.