Let me guess your daily digital device drill.
Smartphone alarm rings. Online check of weather, news, posts and emails. Pause, click on a publication’s email and “sponsored ads” of interest…10 best places to travel, an offer from Hawaii travel bureau. Click on TV in the kitchen to a health segment that directs you to the station’s website for a recipe. Open tablet on the counter to research kayak stores. Send to mobile to store addresses. At work, open desktop to TV site to send recipe to tablet. Click on a local wine store’s banner ad promotion and stop by on way home.
Your customers are dividing time spent on media across a greater number of devices, with mobile overtaking time spent on the desktop last year, according to eMarketer (April 2014).
This means your marketing efforts need to be across multiple digital channels: smartphone, tablet and desktop. (TV, print and radio have a highly effective place in the integrated mix, on a case by case basis.)
For small businesses and nonprofits, multichannel marketing delivers:*
- Increased customer engagement (73%)
- More new customers (57%)
- Higher website traffic (54%)
Here are the average times spent daily for US Adults on each major medium in 2010-2014. Add up Tablet and online smartphone. The total is 4:82 hours, surpassing 4:39 hours spent on TV.
Also, digital channels are now the method of choice for both product research and purchasing. According to a March 2014 study by UPS, comScore and the e-tailing group, 82% of US digital buyers preferred to research products from multichannel retailers on the internet via desktop/laptop (61%), tablet (11%) or smartphone (10%), compared with 13% who said they would rather research items in a physical store.
To add digital channels advertising—laptop, mobile and social media– within your budget for effective ROI, converse with Andrea at KGM, firstname.lastname@example.org.
*survey in March 2014 by Constant Contact:
** ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of multitasking online while watching TV is counted as 1 hour for TV and 1 hour for online;
1includes all internet activities on desktop and laptop computers; 2 offline reading only
Source: eMarketer, April 2014 www.eMarketer.com