You might have noticed the following blurb on the homepage:

Regardless of the latest marketing jargon and buzzwords, effective media advertising starts with adhering to these key fundamentals:

• What’s your message?

• Who are you trying to reach?

• How will you reach them?

• What does success look like?

Some of you may be thinking that this is kind of stating the obvious in marketing terms, but for many, there’s the concept of the proverbial ‘magic bullet’ that conquers all! This idea of a specific software, platform, or other tool that will auto-magically achieve your marketing goals. Well, this almost always turns out to never be true.

While a high degree of automation does exist in today’s digital ad systems, it’s up to the trained and experienced technician to keep things in balance. It’s way too easy to spend budget- but not as easy to always achieve your goals and generate meaningful results.

Once your message is ready for prime time, meaningful media advertising results are dependent on research, optimization, measurement, experience and thoughtful work. The tendency to get swept away in the buzz of the “latest and greatest” affects us all, but we always need to tie it back to the fundamentals and really ask ourselves if the tools we’re considering serve what we’re trying to achieve.