When it comes to media interaction, consumer behavior and expectations have changed. We live in a multi-screen world where consumer attention is divided across screens of all shapes and sizes. In fact, according to Nielsen data highlighted in Business Insider, 84 percent of smartphone and tablet owners use those gadgets when they're watching TV.
While television may often serve as the starting point for media interaction, consumers quickly turn to their smartphones to search for information or to their tablets for more in-depth entertainment and engagement. Google found that 22 percent of smartphone users are prompted to search based on something they saw on TV; 17 percent of those viewers will go online after a TV ad.
To be effective in reaching today’s connected consumers, it’s critical for brands to understand that what people see on TV needs to be brought to life across other channels. It’s a practice we call “amplifying the view.” Following an amplify-the-view philosophy ensures that marketing campaigns are integrated across all layers; TV, Web, mobile, social and other touch points, where consumers can expect to experience your brand.
MOVING BEYOND THE SINGLE SCREEN
While the general theme presented in TV ads may be carried into other media, most brands do not consider what people will do next with the information, or more importantly, what they want them to do next.
So while TV is king in terms of viewers and ad dollars, advertisers are not getting as much engagement from their advertising as they could; in many cases because they don’t pay enough attention to the integrated digital world. The same can be said of brands whose entire focus is digital marketing. They miss the broad reach and engagement that only TV can offer.
There are five keys to a successful, integrated campaign that amplifies the view:
- Think like a customer. What are people doing when they see your ad on TV? Conduct research to determine what people are doing when your ads air.
- Understand customer interactions across channels. Learn when and why your consumers are using their other screens.
- Validation from peers, friends and trusted third parties. Determine what prospective customers need to find when looking for “digital proof.”
- Think beyond the sale. Make sure you have a plan for engaging consumers after they have bought your products.
- Measure across all channels. Determine the parts of your marketing ecosystem that are really contributing to your success.
TURNING PASSIVE CUSTOMERS INTO BRAND ADVOCATES
When you focus on amplifying the view and fully leverage the multi-screen world, your passive customers become brand advocates. They leave comments on Facebook, retweet a branded hashtag or become part of an email list. They leave proof of their own engagement, buy products or services and leave digital data trails that you can use to create even more personalized messages and campaigns.
So what’s holding you back from amplifying the view?
For some brands, it’s the fear of the unknown or a lack of confidence in their ability to measure success. They have always done it one way, and adding screens or layers to a campaign seemingly complicates things.
Regardless of where a campaign begins, brands must embrace a more integrated approach. They need to connect and control all of the disparate communication channels, and then measure their effectiveness and impact on ROI.
Mark Yesayian is managing director, Digital Services at R2C Group.