In today's news marketplace, the average adult faces an overwhelming amount of information. The average city-dwelling adult sees more than 7,000 messages a day, or about 500 messages per waking hour. On a typical day, 46 percent of Americans get their news from four to six media platforms, including local and/or national television stations, radio news, national and/or local newspapers, and online outlets where they view two to five sources, based on recent Pew Research.
The 3 Cs of Digital News
What makes a platform relatively desirable to a news consumer? Here are the three Cs of what they want from news:
To deal with this abundance of information, American adults have developed a new set of routines. These habits are important for the marketers who want their message to get though the clutter and be understood.
In today's world, consumers expect that news, at least in a general, widely available format, to be free. There's little loyalty related to news brands because, if payment were required, four out of five adults would change providers.
Further, roughly three out of four adults ignore ads, according to the Pew findings. This has implications for both media executives who need to be compensated for collecting, editing, and distributing the news and marketers who need mass audiences to build their brands and sales.
Achieving Marketing's 3 Rs in the Digital News Era
What does this evolving news environment and its implications mean for marketers? Marketers must develop strategies to accommodate consumers' changing behaviors to achieve their three basic business goals:
3 Marketing-Related Digital News Considerations
While implementing these strategies, marketers must also incorporate the following three tactics:
Remember, consumer behavior is at the heart of every marketing plan. As a result, changes to customers' news consumption can have a significant impact on how your marketing message is delivered and whether it receives any attention. Therefore, it's critical to adapt your marketing to accommodate these evolving consumer habits!
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
December 12, 2013
1:00pm ET / 10:00am PT