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 Media consumption is changing and in turn it is changing how consumers choose to interact with brands. As Harvard Business School’s John Deighton recently put it, brands in the digital age will be as much talked about as talking. To achieve their marketing goals, it is essential that they understand media consumption patterns and factor new forms of media consumption into campaign planning from the start.
The average consumer today spends 14 hours watching TV each week and 14 hours using the internet, according to a new EIAA Report. Increasingly those hours are shared: the most valuable and influential consumers multi-task their media consumption, actively using digital media whilst engaging with traditional channels in the background. Integrated campaigns that incorporate digital thinking within marketing strategy are a must for communicating effectively with these consumers.
Digital media consumption does not cut consumers off from brands as once feared; instead it is growing their ability to consume brand messages and (just as significantly) their appetite to discuss those brands and messages. Get the latest insights and ideas for integrating digital into the media mix in our Guide to Digital.
Download our Marketer’s Guide to Digital
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A new White Paper shows that newspaper and magazine readers now regard the web as their primary source of news and views.
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Let us know who you’re looking for and we’ll tell you where to find them.
Microsoft’s wide range of online destinations gives advertisers the chance to engage with millions of consumers across all demographics.
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