In digital marketing and public relations, medial and lateral approaches can be interpreted metaphorically to represent different strategies or perspectives used to address communication and outreach.
Medial Approach
A medial approach could refer to strategies that focus on the core or center of a campaign, targeting primary channels and audiences. It often involves working directly with the most critical platforms, stakeholders, or methods to achieve the main objectives. In this context, it would include:
- Core Digital Marketing Channels: This includes primary channels like search engine optimization (SEO), paid ads (PPC), social media platforms, and email marketing.
- Traditional PR Approaches: Such as direct media relations, press releases, and news distribution to major outlets.
- Audience Targeting: Focusing on your most significant or core audience segments that are highly relevant to the brand or product.
Example of Medial Approach:
In digital marketing, this could be a focused PPC campaign on Google to target high-intent customers. In PR, it might involve sending a press release to major news networks or leading industry publications.
Lateral Approach
A lateral approach, by contrast, involves working across different platforms, channels, or stakeholders in a more collaborative or indirect manner. It might involve thinking creatively or using less direct methods to achieve the same goals. Lateral thinking is often associated with innovation, alternative channels, and broad outreach.
- Alternative Digital Marketing Channels: This could involve influencer marketing, content collaborations, or affiliate marketing.
- Non-traditional PR Methods: Such as grassroots campaigns, user-generated content, or leveraging niche bloggers and social media influencers.
- Broad Audience Engagement: Targeting peripheral audiences who may not be the primary buyers but can influence them (e.g., advocates, community leaders, or trendsetters).
Example of Lateral Approach:
In digital marketing, a lateral strategy could be working with influencers to promote content indirectly. In PR, it might involve a viral social media campaign or a collaboration with micro-influencers to generate buzz in smaller communities.
Both medial and lateral strategies complement each other in a comprehensive marketing or PR strategy, where the medial approach ensures stability and direct impact, while the lateral approach fosters innovation and wider reach.
