Once upon a time, television was viewed exclusively live. Time-shifted viewing was an anomaly. The marketing landscape is chock full of methods available to reach consumers. However, this landscape is difficult at times to navigate.
The on-the-go consumer no longer needs to wait to view a program live. Right at their fingertips, they can watch television or view video on their computer, tablet, smartphone, and DVR system. In fact, many programs are being watched in a time-shifted manner.
While this provides sheer convenience to the user, it unfortunately makes it difficult for the marketer to develop strategies for designated targets. Marketers are finding it increasingly difficult to determine the appropriate spending levels within the proliferation of media outlets. One can literally select any means to consume content and at virtually any time of day. With DVRs, consumers now have the option to skip commercials. This makes it difficult to figure out a means to capture those users who skip the marketing messages.
Marketers now have to figure out the best way to target desired consumers in a very personalized way. It also about determining how each media vehicle works best. Television and radio have always generated reach and allowed for immediate deployment of messages for launch of new products, retail store openings, etc. With the rise of digital, it has allowed for better targeting and reporting. The crucial factor is to effectively marry the available media. It’s being able to tell a good story. As an example:
- Begin your brand’s dialogue on television and/or radio
- Continue the conversation digitally to foster interactivity between your brand and the consumer
- Thereby, distinguishing any message variations for the audiences you are seeking
Over the next several years, expect distorted lines between television and digital videos. These terms are already being used interchangeable and sometimes just called content. Securing quality digital video will yield premium cost and the quantity of quality video will add to the complexity of marketing efforts.
It is an art form to know when and where to use specific creative. It is equally important to remember that the consumer should be put ahead of your business agenda! Otherwise, you negate any potential to drive sales trying to sell something not of interest to the consumer. If you haven’t felt beleaguered yet, these supplementary factors will add to the already known stress of deploying effective & efficient marketing campaigns that also demonstrate a return on investment (ROI).
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide); available at Amazon.com. Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
