Increasing media fragmentation has made it harder and harder for marketers to get their messages in font of audiences. Driven by the Internet and the abundance of choice it brings, consumers have the freedom to watch, listen and read what they want, when they want.
With so many potential touch points, you can no longer rely on a single execution to get your message across let alone guarantee that it is going to be heard.
Current research on changing media consumption shows that Australians are preferring to spend our time online than watching TV (which is probably time-shifted anyway), listening to radio or reading a newspaper. Even if we are, a smartphone, iPad or laptop is seldom far away. And online, the list of potential activities is endless whether it’s browsing your favourite sites, checking RSS feeds, instant messaging, paying bills, posting status updates or simply sending an email.
The seeds to drive attention, interest, desire and action can be planted on a multitude of platforms, each with their own unique mechanics and nuances. For instance:
Email must be personalised and timely if it’s to achieve all important clickthroughs.
Similarly, search engine marketing must be targeted and relevant based on the context of the users search.
Social media is about not marketing to your customers (in the traditional sense) but starting a conversation.
The point is it is you can’t treat them all the same. Big ideas tend to work only one way. It is not enough to take a good TV execution and shoehorn it into social media or a ‘viral video’ (with the exception of Old Spice). Ideas need to work across multiple touch points.
Marketing is now less about having the big ideas seen in Mad Men and The Gruen Transfer, and more about having lots of small ideas that can be tested and refined in parallel on multiple channels.
Don’t spend all your time and resources upfront searching for the big idea. Instead start with a touchpoint analysis of where your customers are and then see which ideas will tie them together.