The landscape as it pertains to media and content delivery is changing almost daily, in many cases faster than business owners or marketers can adapt. The convergence of media platforms is already underway, blurring the lines of how your brand connects to the potential consumer. While this does add complexity to any digital marketing campaign, the convergence of media platforms can prove useful. The ability to reach your customer base at home, on the go, and everywhere in-between is a powerful tool when handled appropriately.
Making the Convergence of Media Platforms Work for You
The consumer is changing, demanding content nearly anywhere at any time, thus blurring the lines between the mediums in which content is consumed. Mobile devices are increasingly becoming the platform of choice, however studies have shown that the television and PC still have a firm grip on long form content, such as television programs and heavy web surfing, respectively. These blurred lines allow marketers and business owners alike to explicitly target the consumers based on the behaviors they exude during different facets of their life. For example, if you were to sell a B2B product, you would want to target the consumer while in “work mode” rather than “family mode” to increase the likelihood of success.
By embracing the convergence of media platforms, marketers are able to better control the message of every campaign, tailoring it to meet the needs of the consumer at that point in time. This is where advertising savvy meets data driven decisions. Engaging the consumer with short, actionable messaging while on the go via their mobile or tablet device can empower them to dig deeper when they are in a lull, perhaps waiting at the subway station. It is the enticement of the offer mixed with device independent messaging that improves engagement with your timely offer.
Understanding the Legal Landscape
Embrace the Change By Using Data
Numerous software tools such as Omniture, Google Analytics and many others can help you determine where your actual and potential consumers may be accessing your content. By listening to how the consumers currently interact with your offerings, or that of a competitor, you can begin to anticipate the creative and technological needs to make the campaign a success. Trying to force the consumer down a path that is easier for you may make your solution hit the market faster, though you will lose precious conversions or sales along the way. Remember, the customer will tell you everything you need to know, it takes a strong and skilled marketer or business owner to really listen.