The Magic "T" for the Promotion "P"

Steve Rubel at Micro Persuasion offers a model for thinking about how to use both old and new media together for maximum advantage:

The Magic "T" of Marketing is really simple to understand and use. Basically you leverage the mainstream media world for what it's best for - big reach. And you use new media to develop a deep level of engagement by conversing with a very narrow slice of your audience. This taps into two big marketing needs -

reach

and

engagement

.

An astute commenter noted that the "T" should ideally turn into an "I" because by reaching deep to evangelists, they will spread the word at the bottom to their own constituencies.

But don't forget that, just as important as having people hear your message, is making sure that the message itself is effective. If the message that's spreading is ineffective in bringing about the desired behavior -- or worse, negative -- the Magic "T" is not going to help you.