Media consumption continues to evolve, impacting decisions marketing leaders need to make about targeting, channels, ad spend and more. Yet, it’s never been more important to find the right mix especially as mobile use and multitasking (e.g., second screen use) continue to take off, even while certain traditional media like TV continues to hold the dominant share of Americans weekly media time. So where do you start? I recently sat down with my colleague Tyler Pyburn to look at some of the recent Nielsen data on consumer media usage and compare notes on where we see opportunities for marketers. For sure, web and mobile and social networks continue to ‘eat the world’ as Barry Libert has put it, yet interestingly, the time spent viewing broadcast TV in the US still swamps time surfing the web!
But whether online or offline, consumers are increasingly connected (in 2012 there will be 1.43 billion social network users worldwide, says eMarketer) and using many different devices to receive information. Which make it critical and often overwhelming to find the right blend to satisfy the new connected consumer. Fortunately there’s also lots of upside for marketers who ‘get it.’ Like the opportunity to determine once and for all which half of our advertising spend works (or doesn’t). Or how to tap the full potential of big data by knowing exactly what our customers want, the correct channel and ‘language’ to speak, and just the right message. In fact, messaging is more critical than ever, with more distractions and the need to not only pick the right content and the right channel, but also to tell stories across all channels, equally well.
Take a look at this video for more thoughts and the first part of our discussion about media use, strategies and what it means to marketers.