Field Notes Inside an Integrated Communications Agency

The headline to a recent Adweek article reads “old media still resonate,” but the research shows that the way people consume content continues to change. Over half of all Internet users are consuming user generated content. And, the days of people using only one medium at a time are gone. The television is always on, but the viewer is doing something else. Television is becoming a passive ambient medium, not unlike radio.

So, when marketers test spots in focus groups, it might be wise to have people online or listening to the radio while the moderator is sharing the spot.
There’s no silver bullet strategy for marketers. We think it’s wise to deploy a mix of off-line and on-line channels to build reach. Consumer engagement, whether that’s through participatory tv or other tactics is increasingly important to build brand affinity. Communications goals also need to allow for greater frequency because the sad truth is that a significant portion of our exposures will be missed while the prospect is doing something else.

Media costs – traditional and new are not declining in the face of this marketplace transformation. The net result is that marketing ROI will be under more pressure than ever. We see clients counteracting this trend with results-oriented online campaigns and tighter alignment with sales programs.