Mastering Multi-Platform Marketing
According to a recent article in The Guardian by Amanda Phillips “People no longer consume media in a linear, predictable way, yet advertising and marketing professionals still tend to treat each platform as a separate silo.”
Phillips, head of UK marketing at Millward Brown, quotes research indicating that users spend close to seven hours a day viewing content on a screen. “Smartphones and laptops are used most during the day, while TV dominates in the evening,” Phillips reports. The research also shows that over two hours a day are spent watching TV and using a digital device simultaneously.
Creating a cohesive brand experience across multiple screens means knowing your target consumers and their behaviors well: which platforms they use, when and in what order.
Phillips states, “It’s essential to check in with the consumer at three key points to establish how well the creative content is resonating, and if the campaign is on track to achieve return on investment.”
3 times to “check in” with your audience:
1. Early on
Use focus groups to gain valuable feedback on customer responses to specific elements of an ad. This information is essential to refine your content to achieve success.
Ask your target audience directly how your ad may affect their overall attitude toward your brand. Does it resonate with them on an emotional level? Is it memorable?
3. Post ad campaign
It is important to consider how an ad has touched the consumer over the entire range of contacts, what the sales and brand impact has been, and how each channel worked together with the others to create a unified message.
A personalized approach to advertising is becoming more and more essential as consumers are overwhelmed by the onslaught of multi-channel promotions. This means understanding the consumer and reaching them with the right message, in the right form, at the right time.
To read the original article in its entirety, please visit The Guardian.