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There is no denying that what was once called the traditional media landscape is fast becoming an antiquated term. Most discussions surrounding the changes with media inevitably make their way back to something related to digital applications and technology.
Our view is that technology has morphed from an additional vehicle to a great enabler and equalizer. We know Americans are more and more adept at multi-tasking. A recent Experian Simmons report revealed that approximately 90% of us watch TV in a typical day and upwards of 70% use some other media while doing so. Surfing the web, using cell phones and emailing were cited as activities most often done while watching TV.
What does a traditional landscape really mean to today’s overly connected and overscheduled consumer anyway?
Ask a different person….you’ll get a different answer.
So here’s the point of the title of this article….it’s not necessarily the technology or explosion of choices people have today. It’s understanding where it all fits in the hearts and minds of consumers.
One of the really cool things is that we have more actionable information than ever at our fingertips.
We have more information about who our best prospects are.
We have more information about what really constitutes real insight.
We have more information about where we can connect a consumer to the right message and the best time for them.
Today’s best advertising is often built on trust building content. Advertising has real power to start a discussion, but it’s the opinions, friendships, tweets and connections of people that will ultimately help complete a marketing journey.
It is these changes that are driving the uncertainty throughout our media economy today. Now, it is no secret that many, many, many of our media partners are hurting deeply. And to a degree, it is natural and somewhat expected that clients’ will ask “How low will media costs go?” and “Am I maximizing our marketing and media investments?”
The changes we have seen in media are unprecedented in many ways. The speed with which the markets changed is nothing short of astonishing. What is most important to remember, however, is that the consumers we continue to try to connect with have changed forever.
They have changed how they spend as well as how they save.
They’ve changed what they watch/read/listen (yes they still do ALL of these things) and how they watch/read/ listen.
They’ve changed what they share and what they create.
Our working philosophy is simple and straightforward: know your consumer. Our goal is to infuse each and every media deliverable with a little piece of understanding attached. One of the most overused statements bantered around our industry today is related to the “changing media landscape”. While there is no denying the truth and reality in this statement, it is imperative to remember that this change relates to choice.
Consumers are choosing not only “what” and “when,” but also ”where” and “how” when it comes to their media consumption. Understanding the nuances that drive consumers is critical to deliver content in a way, time and platform that will be welcomed. It is not enough now to rely on reach. We need to engage and hopefully become part of the consumer’s conversation and experience.
What hasn’t changed is the importance of having the talent and relationships to turn this information into knowledge that truly makes a difference to our clients and their business.
photo credit: The Lebers
