Media Consumption Trends by Nicole Valentin
Imagine this: You’re starting a new business, and you’re trying to market your services as effectively as possible. You know that your target demographic tends to be slightly older than average, that they appreciate fine craftsmanship, and that they thoroughly research a product and/or business prior to making a purchase. But now that you know who you’re trying to reach, how do you go about reaching them?
As any business owner understands, identifying your target market is the number one priority. The second most important step is identifying the best methods of reaching that target audience, and developing a successful media plan around effectively reaching them. In other words, we need to understand how your customers consume their media. Is TV a viable option? How about radio? Are billboards or targeted advertising for mobile devices and/or tablets the best avenue? This is important because, as a marketer, our goal is to efficiently reach out to your audience, and help you maintain top of mind awareness, as frequently as possible.
With this in mind, 2013 marks a major shift in media consumption. For the first time in history, we now spend more time consuming digital media (defined as online and non-voice mobile) than we do television (formerly the #1 consumed media). The biggest growth has come from mobile phone consumption, where the average consumer now spends more than two hours per day on non-voice activities. Overall, average media consumption is expected to rise from 11 hours and 49 minutes per day in 2012, to 12 hours and 5 minutes per day by the end of 2013, primarily due to more multi-tasking than ever. Not only are consumers watching TV, but they’re now doing so while simultaneously interacting with their tablets or smartphones. Have you caught yourself doing that? I know I have!
As we develop our client’s media plans, these trends show the growing importance of including digital media the marketing mix. To determine which online and social media sites should be included in your media plan, we start by assessing the top websites in your particular market. While standard choices include larger sites such as Google, Yahoo, Facebook, etc., often-overlooked outlets like your local newspaper’s website may also rank highly for number of monthly visitors. With this in mind, we have the ability to fine tune your online exposure based on your prospective customers’ geography and interests. Depending on the product or service you’re selling and the audience you’re trying to reach, we might even consider incorporating niche sites into your media plan, such as ESPN if we’re trying to reach sports enthusiasts, or a college newspaper’s website if we’re trying to reach students on a particular campus.
If you’ve ever tried taking a stab at media planning and buying, DIY fashion, you already know the media selection process can be a daunting task. It is for this very reason that we exist for our clients. We’ll help you rest easy by carefully allocating your budget in areas that will create the most impact, and that will generate the biggest returns. While we can’t promise guaranteed results (no marketer can promise that), we can guarantee we will minimize that margin of error that haunts most advertisers by making sure your media dollars are most efficiently allocated and placed.
Whether you would like us to audit your current media for effectiveness and efficiency, or are trying to figure out the best ways to allocate your limited advertising budget, get in touch with us right now. Though we’re based out of Tampa, FL, we service clients all across the U.S. In many cases, using our professional services will result in no additional costs to you. I personally look forward to helping you with your next media buy!