More people are watching network programs online. How are you adapting messages to this emerging trend?
Two weeks ago I was in the U.S. for business and woke up at 3 a.m. cursing the jet lag. After clearing my emails, I decided to catch up on the 100th episode of The Big Bang Theory on my laptop. In doing so, I joined the growing ranks of people watching network programs online.
According to Nielsen, approximately 70 percent of global online consumers watch online video, with Asia-Pacific leading the way (How People Watch: A Global Nielsen Consumer Report, 2010). The interesting fact is, globally, 57 percent of respondents report having watched online video on their computer at work. This is especially relevant among younger users who are used to accessing content round the clock (big alarm bell from employers!).
The trends above present a wonderful opportunity to de-couple the content from the platform and explore ways to tailor messages to the audience's media consumption habits. Let me share a few examples to make this concept come to life:
As online video approaches ubiquity and mobile video continues to grow, especially in Asia, the challenge for marketers is to think "platform neutral" and "customer-centric." This change in mindset will be important as consumers gain more power.
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Mandeep has over 11 years experience of building brands with blue-chip organisations like Johnson & Johnson and Pfizer. He was recently promoted to head regional marketing for Acclarent, a division of Johnson & Johnson Medical manufacturer of cutting edge technology for minimally-invasive surgery. Mandeep is a recognised expert in integrating emerging media to drive business results. In 2007, he led the launch of one of the first branded apps on Facebook. The app was a finalist at Cannes and won the highest recognition for marketing excellence in J&J. In 2009, he pioneered the launch of the first iPhone app in J&J, which was featured in the Sydney Morning Herald as an example of innovation. Mandeep has spoken widely on social media, mobile marketing and multichannel marketing. He has authored for iMedia Connection and has been nominated to judge the AMI marketing awards for 2010 & 2011.
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