I wouldn't call it an either/or question -- tech media (for example) is going to hit a really specific band of end consumers. Is that the entire universe you want to go after? If so, great, but if you're looking to hit a really broad spectrum of consumers you need to combine a range of techniques -- tech media, blogs, social, SEM, general media, etc.
Each one has strengths and weaknesses -- as well as "tricks" like they're talking about in the video. Display, for example, can get you really, really broad coverage. And it's SUPER cheap. But you have to know how to target and measure it, and whether it can meet your goals.
The cool part is all of these techniques can really reinforce each other.
Each one has strengths and weaknesses -- as well as "tricks" like they're talking about in the video. Display, for example, can get you really, really broad coverage. And it's SUPER cheap. But you have to know how to target and measure it, and whether it can meet your goals.
The cool part is all of these techniques can really reinforce each other.