January 1, 2019
Marketers Must Take an Omni-channel Approach to Reach the Connected Always-on Consumer
Media fragmentation describes a trend to increasing the choice and consumption of a range of media in terms of channels. Channels range from offline, web to mobile, including TV channels, radio stations, magazines, email, direct mail, and websites. Media fragmentation presents a difficultly in reaching target audiences.
Media fragmentation has pros and cons. For consumers, the trend increases the choice of where to consume information. Consumers can choose from online, mobile, television, radio, print and more. For marketers, media fragmentation creates difficultly in reaching target audiences. Consumers can find out just about anything with a few clicks on their smartphones.
A major negative that comes along with media fragmentation is a loss of trust among consumers. The solution: figure out your audience. It is imperative for marketers to remember that different media coverage impacts different groups of people. Each audience is unique, and each audience has a typical media channel they tend to prefer above all others. Target audiences are no longer definable by simple demographics. There is a need to understand your audience on a psychographic and behavioral level – leading to sophisticated segmentation models.
Social media and digital channels allow for conversation and personalization. Social media must play a role in marketing programs. Developing a playbook for appropriate involvement in the channels that are most relevant to your target audience will help guide your marketing program in a way that adds value to people’s lives. Using a single channel limits audience interaction, metrics, and available data for optimization. Next – think mobile. A Time Inc. Study, states that consumers who grew up with mobile technology subconsciously move between devices and platforms 27 times per hour. Optimizing websites for mobile devices is essential in today’s digital savvy world. People are accessing the internet via mobile devices now more than ever, and the mobile experience will without a doubt impact how a consumer views a brand. An omni-channel approach results in an insightful combination of response analysis, engagement, web/app and overall better performance for programs connecting with target audiences.
Marketers are bombarded with data but are searching high and low for insights. Consistent KPIs must be established between channels for measurement. Analysis systems need to be put into place to capture audience engagement metrics, tracking online touchpoints, and measurement for future optimization. Being able to understand and unlock the value that marketing campaigns bring is the foundation for optimization. Having experts with deep analytics and marketing knowledge will bridge the gap media fragmentation has created.
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