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Archive for November, 2009

Nov 18

TV still has us hooked.

I have a home office, so I’m tooling away on my computer much more than I should be each day. However, a recent study on video media usage by Ball State University’s Center for Media Design helped put a few things in perspective for me. Their new Video Consumer Mapping Study tracked how, where, how often and for how long consumers are exposed to media. They found that television remains extremely prevalent in people’s lives, with consumers spending an average of 5.9 hours in daily viewing time. The largest percentage of this usage is live TV rather than playback. What was more shocking to me, though, was the total consumer screen time during a day averaged just over 8.5 hours. That’s a lot of time spent with a digital friend.

The study categorized media into four types of screens: traditional television (including live and DVR); computer (Web use, email, instant messaging and video); mobile devices (including texting and video); and all other screens such as out-of-home advertising. Although the composition of consumers’ screen media time varied across age groups, total screen time was pretty similar overall. Younger baby boomers (ages 45-54) had the highest consumption of media with an average daily screen time of just over 9.5 hours.

My first thought is that 9.5 hours is an extremely great night’s sleep. But it’s also a tremendous amount of exposure and creates a vast opportunity to get your message out in front of an audience. The study disputed several commonly held beliefs about media activity:

* Consumers are not channel surfing to avoid ads. TV users were exposed to, on average, 72 minutes per day of TV ads and promos.

* Despite the proliferation of computers and video-capable phones, TV in home still commands the greatest amount of viewing, even among those ages 18-24.

* Even in major metro areas where commute times can be long and radio remains popular, computer usage has replaced radio as the No. 2 media activity. Radio is now third and print media is fourth.

Results from this extensive study are consistent with previous Nielson studies that have found video consumption has never been higher and that TV continues to dominate the media landscape. It’s an interesting look at how we spend our time and good news for advertisers everywhere.

Nov 9

What are you getting out of your digital relationship?

Are you giving your customers what they want online? The new 2009 FEED Report from Razorfish identifies the key to online engagement isn’t deeper dialogue — it’s all about the freebies. According to the report, “Based on our research, it’s not so much about some type of ‘shared passion’ for a brand’s values. Largely, it’s about deals — pure and simple.” 

Of those who follow a brand on Twitter, for example, 44% said access to exclusive deals is the main reason. And on Facebook and MySpace, 37% cited special deals as the main reason they have “friended” a brand. Just look at Starbucks, which has grown to nearly 4 million Facebook fans by offering coupons for free pastries and ice cream. Whole Foods leads brands on Twitter with more than 1.5 million followers by promoting weekly specials and shopping tips. 

The report identifies customer service as the other key driver of consumer interaction in social media, with 33% friending a brand on Facebook and MySpace for that purpose, and 24% on Twitter. Comcast, Zappos and Virgin have all earned high marks for using the latter as a customer relations management (CRM) tool.

Apparently, advertising is adapting and consumers are interacting with brands more than ever before. According to the study, 77% have watched a commercial or video ad on YouTube with some frequency, 69% have read a corporate blog post with regularity; 73% have posted a product or brand review and 24% have downloaded a branded application for their mobile phone. In turn, those brand interactions are creating customers. Consumers that engage brands both online and offline are 97% more likely to purchase a product from the brand and are 96% more likely to recommend the brand to their friends. Get the full study at the Razorfish 2009 FEED Report...it’s free!

Nov 3

Um…and you are?

You’re at a party bouncing from one great conversation to the next, when you spot an attractive new person in the corner and open up an exchange. He begins by telling you about his athlete’s foot and this great new product that has almost instantly rid him of the problem. You respond by suddenly realizing you left your car lights on and make a dash for the door. Most of us ease into a conversation by first making acquaintance. We may draw on the standard elevator speech with our name and occupation. In a personal setting, we’ll probably also divulge stories about the kids and spouse, possibly our favorite restaurants, sports, hobbies…you get the idea. Before we enter into a deeper level of dialogue, we have to gain familiarity and a certain amount of trust with the other person.

Now imagine you’re having  this conversation with a potential customer. Instead of talking with just one person, your message may now be reaching thousands. Most may never have met you and have no first impression of your company or your products and services. While your ultimate goal may be to increase sales, it’s important to begin the conversation with an introduction. Using various methods of outreach, you create brand familiarity and gain their trust. While sales goals are no doubt important, setting goals to increase online searches of your brand, raise favorable dialogue in online forums and blogs, generate positive press coverage and add to your lead bank are equally valuable. Extend the handshake and move these potential customers into the camp of people who already know and like you. Then you can expand the conversation and talk about your miracle cure for their feet.