Regardless of the growing usage by consumers and increase in overall share of media spend from brands, there's still a lack of integrated innovation for leveraging open-platform consumer experiences.
EMarketer estimates that nearly 76 percent of the U.S. population, or 239 million people, are online. It's no question that online has reached mass media status, and more importantly, that consumers are not only used to, but are adept at multi-tasking across various media depending on their need and location. The adoption and growth of mobile devices like smartphones and tablets have created an addiction for immediate gratification - let no trivia question go unanswered and let every price point be compared.
According to Google's "Our Mobile Planet: United States" study done earlier this year, one in three people would rather give up their television than their smartphone. Also, when asked what other media they were simultaneously using, 52 percent indicated they were using mobile Internet while watching television. This consumer adoption across digital platforms has led to a collective acceptance that we're beyond the necessity to "sell" digital elements in a communications plan or "fight" for budget, but rather are in a world in which they should be a cornerstone in any communications plan.
However, regardless of the growing usage by consumers and increase in overall share of media spend from brands, there's still a lack of integrated innovation for leveraging open-platform consumer experiences. The time of looking at "screens" or "engagement" exclusively on one medium has come and gone. Today, we must focus on the customer interaction from A to Z and how we can bring them more value beyond the device. We must push forward to explore the customer relationship and ensure there's an optimal experience across multiple touch points. After all, if consumers are digesting media across multiple platforms so readily, marketers need to acknowledge this and address key issues that have the potential to create dissatisfaction and disruption on the consumer end. Below are a few thought-starters as easy ways that digital can influence and enhance the customer experience across multiple platforms.
There's no question that digital is an essential part of the customer experience, and who knows - maybe we're just scratching the surface. As marketers, researchers, and consumers, we have to open our eyes beyond what we hear and see now, and think about what opportunities lay ahead. Digital is shifting the paradigm from not just being an exclusive experience, but becoming part of every experience.
Three Screens image on home page via Shutterstock.
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As group director of marketing services for Nurun, Amy Manus is responsible for ensuring clients' interactive strategy and objectives translate into targeted, measurable, and successful digital media campaigns.
Amy leads and manages the media team at playing a key role researching and evaluating the digital media landscape, directing clients' innovation and emerging media strategies, inclusive of social media and mobile. She is instrumental in the Nurun's global advertising strategies and development, working with teams in Canada, Europe, and Asia.
Amy is a member of the Interactive Advertising Bureau and the Atlanta Interactive Marketing Association. A native of Cincinnati, Amy received her bachelor's degree in marketing and minor in speech and communications from Clemson University.
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August 21, 2014