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Today's Audience Behaviors
Behaviors
continue to change and challenge marketers. Audiences are no longer
easily influenced using status quo mediums. They have numerous activities
each vying for mind share and action. Even worse, marketers must
not only find the right balance of marketing channels but also the
right time at the right frequency and message recency to influence
the desired behavior at the most effective rate. But how can marketers
know what the right mixes are without a means to measure? Marketers
need an integrated multi-channel marketing strategy to reach their
target audience at multiple touch points with the ability to track
and measure responsiveness across all electronic mediums- including
TV!
Marketing
technology has empowered our marketing generation the long desired
capabilities of measurable marketing and insight into actual customer
behaviors. By providing marketers with the ability to gather and
utilize marketing intelligence data, they can adjust and optimize
marketing efforts - even in real-time - rather than relying solely
on a priori reasoning. By helping businesses understand online marketing's
powerful capabilities, they begin to truly focus on actual behaviors
of their prospects and customers and communicate with them at different
levels thus improving relevant communication and increasing response
and profitability.
There's no denying the most attractive audience is
online. They are there in mass and they are using the Internet for
durations nearly as long as Television or Radio. It's not a question
if businesses should advertise on the Internet; it's a question
of how.
Your
audience behaviors have changed, has yours?
Here'a
a page of some stats.
Among
the 45.1 million wired adults that have television and PC in the
same room, nearly half (47 percent) reported they frequently use
the Internet while watching television, 29 percent reported occasionally
- source: comScore Networks, Inc.
Broadband
users logged 1.19 billion hours in January, accounting for 51%
of the 2.3 billion hours spent online during the month.
- source: Nielsen/NetRatings.
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