Its not just TV any more
Multitasking is something that people do all the time. Its listed in every job description, “must have ability to multi task.” We see people doing it all the time and we don’t even notice it, but savvy marketers are beginning to notice and more will learn to notice as we grow into our social mobile multi tasking. Maybe this is you; phone beside you while you sit on the couch with your laptop or tablet with the TV on in the background. Millenials and Baby Boomers are all soaking up media time, there just doing it in different ways. I’ll use my mother and myself as the case study. My mother will sit and watch hours of TV and record shows to watch later. I typically have my laptop humming away, while I’m on the phone, and ESPN in the background just in case some big sports story breaks. The amount of screen time is the same, it’s just done on different devices and simultaneously.
We have seen companies take advantage of this for years (think GoDaddy.com), but each year more and more companies are getting the message. Big names in big places! A great marketing approach which generally means focusing a campaign around a major event like the Super Bowl, Academy Awards, or the Olympics. It does not have to just be huge million dollar national events. companies can use the same basics for large local events with major TV coverage that are held live. With he evolution of smart phones, laptops, and tablets, people have the ability to see an ad and simultaneously begin to look up the company, chat about it, and interact socially sharing thoughts on Facebook or Twitter or going to those companies social pages. This is a great opportunity for marketers and anyone that loves instant gratification! This level of interaction requires a much more detailed approach to integrating different marketing elements.
Here are my 5 keys to creating good convergence:
1. Integrated Marketing Communication Plan – A TV campaign during a big event must have a web site and social media sites ready to greet consumers. A TV ad during a live event no longer should just talk at consumers, it should begin the conversation.
2. Make Content Mobile – Just having a web site that integrates the same message as the TV ad campaign is not enough, have a mobile version ready, have additional mobile content available, and push consumers to get more information and follow your conversation on networking sites like Facebook and Twitter.
3. To be Continued – Continue the story, product information, or company message online. Give the viewer something that makes them want to reach for their smart phone and visit your site.
4. Set The Right Goals – Do not be short cited in planning. web site and mobile views and hits immediately following a TV spot should rise dramatically, but plan the campaign around how long this is sustained. If nobody checks you out the day after, you missed!
5. Get Consumers to Take Action – Media multi tasking while watching TV allows consumers to take action right away. Make sure your set up to handle it. Now would not be the time to have your online ordering system go down!
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