There is a slight feeling of confidence in the air this week. Perhaps it is the longer days, signs of spring breaking through, or perhaps because the nationwide vaccination programme appears to be working. Whole cohorts of the population are getting the jab, without unwanted side effects, it seems. If all goes to plan, anyone vulnerable or over 50 will have been punctured by May, many of them for a second time for ultimate in Covid protection.
Last week it was reported that injections with different vaccines seem to enhance the immunity conveyed by a single dose of any one variety. This left-right combination also applies to the world of communication. A single promotional message may have an effect; a repeated message can catch those that missed the first. However, the same message delivered by a different medium will have a greater chance of hitting home than two of the same.
When marketing chooses an email or a message delivered digitally it may pierce the individual’s inbuilt immunity to advertising. A second of the same may penetrate to where it can have an effect as as advertising. Smarter marketers know that the greatest impact comes when the first digital delivery is followed up by a communication delivered by print. If the email is the equivalent of the Astra Zeneca vaccine, then print is Sputnik V, the rocket that can boost the impact of marketing and put it into orbit – without unwanted side effects.
The double dose inoculation strategy
There is a slight feeling of confidence in the air this week. Perhaps it is the longer days, signs of spring breaking through, or perhaps because the nationwide vaccination programme appears to be working. Whole cohorts of the population are getting the jab, without unwanted side effects, it seems. If all goes to plan, anyone vulnerable or over 50 will have been punctured by May, many of them for a second time for ultimate in Covid protection.
Last week it was reported that injections with different vaccines seem to enhance the immunity conveyed by a single dose of any one variety. This left-right combination also applies to the world of communication. A single promotional message may have an effect; a repeated message can catch those that missed the first. However, the same message delivered by a different medium will have a greater chance of hitting home than two of the same.
When marketing chooses an email or a message delivered digitally it may pierce the individual’s inbuilt immunity to advertising. A second of the same may penetrate to where it can have an effect as as advertising. Smarter marketers know that the greatest impact comes when the first digital delivery is followed up by a communication delivered by print. If the email is the equivalent of the Astra Zeneca vaccine, then print is Sputnik V, the rocket that can boost the impact of marketing and put it into orbit – without unwanted side effects.
Gareth Ward
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