And the persona is important.
Imagine an ice cream consumer, and ask the Queen and the King to help you reach this persona:
- a girl on a beach, in pink skirt in a spring day trip, with her family;
- a 38 yo business man in Hungary, in a hot summer day in Budapest;
- a Korean grandma watching German soaps). You speak an other language to every single one of them.
And there are the channels.
The four persona above can be reached through different media.
The little girl can be reached through TV characters, in Mom's papers, etc.
Grandmas aren't active on their mobile, but over 50% of users of Facebook or Linkedin are. Grandmas are on Facebook and on Skype, contacting you from their desktop.
The young man might be reached through Twitter or Facebook, but as he is a business person, for sure he is a member of Linkedin. Advertising ice cream on Linkedin is quite unusual, but as we always hear/read, we should be recognisable, unique, the "one and only".