It’s no secret that we live in a mobile-connected world, with 98% of all adults owning some form of smart mobile device. In fact, the average consumer owns four digital devices and spends 60 hours a week consuming content across devices, moving between screens up to 27 times in one hour, according to the most recent report from Pew Research. Adding to that, Nielsen reports that online TV viewing has grown by 388% in just the past two years.
This has given rise to the younger generations who believe that TV is on its way out, that print advertising is a thing of the past and that computers are soon to be replaced.
As marketers, we have to remember that media EVOLVES, and that no one medium has yet to replace the other. We live in an promotional world governed by the media demographic of Adults 25-54, and a real world demographic of Baby Boomers moving into the 70-plus age bracket. Different age groups use media differently to influence their purchase decisions. The key is to know how to use each medium to convey a compelling brand story that integrates between screens, and stays relevant to each consumer.
According to The Neurological Study of the Brain, an independent study conducted by the University of Sussex, as technology brings new devices to mainstream consumption, the human brain adapts to make room for more information and retention. It’s really a cross device revolution and marketers need to change along with it. Simultaneous consumption of multiple devices has risen 120% in the last two years, as reported recently by emarketer. TV, influencers, and social media all work together now to influence the end purchase. Consumers may end up online to search, but the ways we use our brand creative messaging across devices to change opinion and motivate a sale are critical to any smart marketing plan.
It’s one thing to know that 85% of all consumers used their smartphone to make at least one purchase this past retail season, or that 76% of all transactions on Amazon in December were made from a mobile device. What truly matters, however, is the customer journey as they weave in and out of the purchase funnel and what we as marketers do along the way. It’s our job to lead the consumer through the purchase influence path.
Understanding how mobile technology can be used during presale consideration, point of sale and, even, after the purchase is the essence of today’s successful marketing campaigns. The messages all combine together to play a role in the customer experience with your brand. As more is revealed about the brand in sequential messaging, each medium should be treated individually. Yet, each message must link together and work in tandem to connect your brand more effectively to your customer.
We understand the importance of orchestrating a creative message strategy for a multigenerational, multi-screen audience in order to tell a brand story throughout the purchase continuum, across platforms and across channels. That’s what 360° integrated marketing is all about. As you prepare for the upcoming year in this technology driven world, let us help you evolutionize your marketing strategy to maximize your conversion potential and optimize the return on your investment.
