SMART MARKETING
  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Roles And Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business >
      • How Creativity Delivers Competitive Advantage
    • Business Story Telling
    • Case Examples
    • Wellbeing
    • People Skills
    • Life Hacks
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Merchandise
  • Contact
Picture

​The media priority matrix helps determine the best type of media to use based on the brand’s user experience and the level of risk associated with the purchase.

If you’re selling a mediocre product in a dull category, you’ll need to use paid media to get people to even notice you. If your product is unexceptional but people are interested in the category, make sure your owned media is top notch and use PR to make your brand exciting. Brands that deliver something special should make it easy for people to 'taste’ the experience and leverage the earned media generated. But even a great experience doesn’t guarantee success in a low interest category - some paid media will also be needed.

This short video explains the concept in more detail.

What to learn more? Try asking Virtual Dan White.
Powered by Create your own unique website with customizable templates.
  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Roles And Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business >
      • How Creativity Delivers Competitive Advantage
    • Business Story Telling
    • Case Examples
    • Wellbeing
    • People Skills
    • Life Hacks
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Merchandise
  • Contact