Marketing conversations often begin with channels.
Should we use social? Search? Retail media? Direct mail? Door drops? Email?
But that's starting at the wrong end of the decision.
Before choosing the channel, ask:
1. Who are we trying to influence?
Not simply demographics. What behaviour are we trying to change?
2. Where does the decision happen?
At home? Online? On the move? In-store?
3. Does the message need immediacy or time?
Some communications need an instant response. Others benefit from being kept, considered or revisited.
4. Is it useful enough to keep?
A message with genuine utility has a much better chance of surviving beyond the first impression.
5. Can we understand what happened afterwards?
Reach matters, but outcomes matter more.
None of those questions begins with "print or digital?"
And that's the point.
Great media planning isn't about defending channels.
It's about understanding behaviour.
Then choosing the combination of channels most likely to influence it.
Start with behaviour. Choose the channel second.
That might be one of the simplest media-planning principles we can take into the future.