Ever wonder if you really can do two things at one time?
Well, the American consumer is doing just that! As many are aware, television and most other types of media viewing is very fragmented. This makes it difficult for marketers to reach their desired target audience. Therefore, marketers have to become very savvy by realizing that being omni-channel is the best approach to ensuring 360-degree coverage of an audience! Here are some quick facts on validating this:
- Connected devices continue to expand with an assortment of choices. Smartphones lead the pack, while desktop/laptop and tablets follow (respectively).
- Consumers are performing a variety of tasks while watching television via connected devices. Social media apps are the leading task, which allow connection with others watching the same program and interaction. Many consumers also view content not related to what they are currently watching.
- It’s expected that cord-cutters will continue to increase, and pay television is realizing declines.
- Use of programmatic, addressable television and cross-device buying methods clearly provides an advantage of ensuring messages surrounds the consumer.
Marketers need to keep in mind that the more channel-agnostic your campaigns become, the higher the opportunity to capture your desired audiences.
Hence, it is extremely vital to develop a portfolio of messages. As an example: it is important to have call-to-action messages as well as branding messages. Each can serve a specific role depending on the environment it is being deployed within! Many consumers will make purchases within moments of viewing a message. So, even if the consumer is not directly thinking about your product/service while they were surfing the internet and watching a given program, you can still drive them to act with the right messaging.
This is where addressable television and programmatic buying comes into action. Marketers can hone in on key behavior and mirror that person to drive scale and likelihood of that profiled consumer purchasing your product. But, even when the sale is completed, you still need a game plan to keep them coming back! Having a strong loyalty and retargeting campaigns are keys to future success. Don’t leave money on the table, because your competitor will definitely pick your pockets clean.
When developing your marketing campaigns, develop a message strategy for all channels under consideration. Surrounding your audience within relevant content and using organic messaging is vital to a successful campaign and setting your business a part from the pack.
Adele Lassere is a marketing/advertising consultant, freelance writer and author of “Elements of Buying” (a self-help advertising guide); available at amazon.com. Adele was listed as Black Enterprise’s 2016 Women of Power in Advertising & Marketing and 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
