From the Center For Media Research comes a new study on "A Strategic Path To The Digital Customer", in it are some interesting demographic divisions created by new media....
"Consumers can no longer be considered ?the audience' - they are simultaneously readers, editors and marketers, especially the younger demographics."
Consumers are adopting digital content services faster than previously anticipated. The M&E industry serves two types of audiences: those who enjoy media in more traditional ways and those who are more media-involved. Their combined influence is contributing to the growth of consumer-centric marketing.
65% of the overall population, referred to as Massive Passives in the report, are most interested in maintaining their existing content experiences, skew older, and are least likely to participate in innovative types of media consumption. As the "cash cow," this segment expected to keep delivering a large portion of revenues.
35% represent a faster growing segment that is more tech savvy and younger. It consists of two types of users:
- 15% dubbed Gadgetiers: early adopters of the latest multimedia devices
- 20% are Kool Kids: those under age 24
Both types want the latest gadgets, devices and content services, and are willing to pay for services they deem valuable. They are adopting and using new digital content services at a high pace, taking control of media formats."
What are the implications to advertising spend?....
|
U.S. Advertising And Marketing Share (2002 - 2012E) |
|
Ad or Marketing Type |
2002 |
2007 |
2012e |
Share Change |
|
Alternative, interactive channels (e.g., online advertising, branded entertainment, word of mouth marketing) |
7% |
13% |
27% |
+20 |
|
Traditional marketing (e.g., direct marketing, promotions) |
46 |
46 |
42 |
-4 |
|
Traditional advertising (e.g., TV, print, radio, outdoor) |
47 |
41 |
32 |
-15 |
|
Source: Veronis Suhler 2008 Communications Forecast; IBM analysis, March 2009 |
The report offers these "implications," concluding that:
- Mass marketing alone is no longer feasible. Reaching these diverse segments requires niche offerings and context via approaches that are tailored for new platforms, new offerings and, new experiences
- A strategy of permission based marketing, tailored by geographic market and segment, can help avoid privacy concerns while providing valuable information about consumers.
- M&E companies can reach consumers through convergence across devices, but only by addressing barriers related to cross-platform audience tracking and comparability
- Not only do advertisers expect truly innovative, breakthrough campaign alternatives, they also require the ability to analyze campaign results to prove the value of spending
- Participants that previously focused on delivering either ROI-driven marketing or brand-oriented advertising to the market can now cater to both sets of objectives "
I hate to see reports that show a decrease in traditional marketing and advertising but the new channels are offering our clients better ROI when they produce an integrated marketing plan consisting on traditional and new media that will reach their objectives. We have to become smarter about the offerings we put in front of todays consumers for our clients and draft them with results in mind.