Multi Media Tasking- Free Marketing Lessons

As consumers increasingly watch TV and use the internet simultaneously, marketers must think creatively to get their brand messages across to the surprisingly wide spectrum of media multitaskers.

Picture the scene. We are on the sofa, watching tv on an evening. This is unlikely to be our only activity. We maybe playing a game on the Wi, or emailing, Twittering etc. We have the attention span of a nano second. The days of watching an advert on tv and giving it our full attention are long gone

We are much more likely to buy online and use comparison websites to tell us which hotel to stay in. We tend to believe Trip Advisor etc much more than the corporate site of the hotel.

The media multitaskers buy more online compared with those who do not media multitask and are more likely to change their mind about a brand following online research. The EIAA calls this generation of multitaskers “super consumers”.

This is not just for the younger age group. Media multi taskers has increased dramatically in the 45-54 age group. This groups are more internet savvy, they join groups, shop, chat, and play games such as bridge

‘Media multitaskers’ minds are ripe for moulding, according to the study. Almost half (48%) of multitaskers admit to actively changing their mind about a product compared with 36% of non multitaskers’. Marketing Week

This consumer changes their mind but is also more open to new ideas and brands. So the marketers need to focus on the brand building and benefits to the consumer. The more involved the purchase the more difficult this becomes. We might happily try a nee fmcg product but tearing us away from a brand we might have bought over and over such as a car.

Use of multi taskers and multi media are key to the success in marketing in the current climate. Research is conducted in much greater depth and we chat on line. Happy to pass on our views and share the good the bad and the really ugly, in glorious colour

Marketing Lessons For a marketing assignment or marketing exam, build the multi media strategy, focus on delivering the brand values, don’t just promise fabulous experiences, make sure that happens. The online presence the growth of social media simply cannot be underestimated. Companies that manage this well will surely reap the rewards

Waitrose, becomes Essential

Waitrose is seen as the luxury end of the supermarket industry in the UK. It is part of the John Lewis Partnership, which furnishes and clothes us in some style.

It was not immune to the effects of the recession which was biting into sales. Even the more well heeled customers were buying less per visit and also leaving to shop at less expensive retailers.

The challenge for Waitrose was to stop the exodus without damaging the brand. This is tricky, if you cut price it takes away the very base of the brand. Waitrose took the challenge and launched its Essentials range. According to Marketing Week, the chain expected sales of the initial 800 products labelled ‘essential Waitrose’s to hit a target of 15% of sales by October.

A direct marketing and outdoor media campaign was launched and sales are way ahead of estimates. Targets have been hit 3 months early and beat even the most optimistic of forecasts. The plan is now to expand the range to cover around another 600 products.

The Marketing Lesson here is the avoid damaging the brand. The launch was an addition but if too many products become ‘essential’ this could devalue the brand as the overall balance moves away from the core brand values