It is accepted now that consumers are paying less attention to traditional media.
Although the TV or the radio may be on, it doesn’t mean they are viewed or heard. And with the proliferation of ads and trailers, more consumers are reaching for other screens during a break in programming.
But marketers still insist on using traditional media to reach as many consumers as possible in the hope that their message will stick. Even those companies that are spending on digital are using the same methods as they used in the old mass economy.
This despite the fact that last year Harvard Business Review said, “Traditional marketing is dead… in today’s increasingly social media-infused environment, traditional marketing and sales not only doesn’t work so well, it doesn’t make sense.”
However, all is not doom and gloom for traditional media channels. Or at least the TV.
This infographic from Uberflip shows that although consumers are reaching for other devices whilst watching TV, many of them (66%) are using those devices to source information on a product and often purchase after seeing that product on TV.
So there may be a future for the TV as a communications tool after all.
However, what marketers must do is rely less on corporate driven messages and instead, identify how to introduce their products on one screen and then integrate that product and messaging across other screens taking into account changed behaviours, attitudes and cultures.