So how do your spend your time after work/kids/etc? Watch TV? or surf? or multitask? At our home there is always an laptop present in our coach. Now there are some interesting stat out there on this –
More than three-quarters of the US adult Internet users surveyed by Harris Interactive in February 2008 went online while watching TV. More than one-third of the respondents to the survey, which was sponsored by blinkx, said they did so “always” or “often.”
Some consumers are not multitasking. They are just watching less TV. More than one-third of respondents to a July 2007 TNS–AOL–Google survey said that increased Internet use was a reason why they watched less TV. However, only 9% said they watched more TV shows or other video content online.
Note that this is US stat only but I am sure it is similar on this site of the water. Read the full article here.
Excellent opportunity for some smart multichannel marketing, right. Yes one would think so, but it seem that many are missing the boat here.
Just take a look at this years Super Bowl as an example. Lots of spending, some good stuff produced for TV, and almost no integration? Not true for all, of course (the beaver thing as example), but most did not have an message to continue online, not even an clear url (interesting article here). Now, due to the surfing behavior many got some good stat anyway. And of course YouTube helped. But the transparency and the opportunity to build more was lost. Why is this? It is beyond me… Spend a large amount on some good exposure and do not use it to its full extent.
There are may more exemples here but still… why? We have stats, we have success cases, we have ROI…
May reasons – I think the now old thinking of “online as an afterthought” is very prevalent and still the major reason, especially for the bigger corps. Even is transparency and multichannel was in the mix I do think that they are still missing the boat. So what to do?
A few humble suggestions – start with integration of campaign, all channels, define purpose and goals for each and cross link. What is the goal, what should the outcome be, relevance, niche, time? Most likely forget the campaign site, think one experience for the user. Use current stat and behaviors of your target – social?. With a clear picture make the most of each channel while still thinking seamless integration. Making the consumer a part of the experience should be high prio. Don’t forget the long tail, how long will this live and how can that be used most effectively. Have a complete road map and time line. Measure everything with relation to goals. Follow up on all and analyze based on set criteria. Success!
In short – provide a seamless experience that offers relevance to your consumer.