Marketers are the consummate student on discerning consumer behavior. Picking apart habits and then exploiting behavior to achieve desired revenue growth is not only a talent but it’s should be considered art.
Younger audiences have mastered the ability to multi-task. Older audiences, originally, believed that was too labor-intensive and took away from the enjoyment of a particular show. Now, those same demographics are taking cues from Millennials who can be seen chatting on the phone or completing a social media post all while viewing their favorite programming.
In addition, this viewing of a favorite program doesn’t necessarily take place live on a television set. It could be viewed on a tablet or smartphone via online or on-demand. ABC’s “Scandal” is a perfect example of how audiences are sharing their comments before, during, and after the show ends. This means that television and social media is really working hand-in-hand with each other to keep a conversation going via social media. Likewise, it proves that this business of multi-tasking isn’t diminishing the experience of the audience. Other benefits are:
- More live television viewing
- More aware of what programming is available
- Recording more to watch later
Furthermore, it means that as marketers go about developing plans to capture their coveted target audience, a 360-degree approach should include not only commercial messages that can air in-program, video content that lives online and inserting relevant messages socially to generate awareness and contemporize your brand/product to stay in the conversation. It is noteworthy to mention that it’s no secret ethnic audiences are high users of social media. It’s a fact, the various ethnic groups will watch more live television, sample more programming online and use technology to enhance their enjoyment.
Consumers are becoming savvier each day to seek ways to enhance their media consumption of television and social media via multiple screens (laptops, smartphones, tablets, etc.). So, don’t short-change your results and ensure you cover all the bases.
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide); available at amazon.com. Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
