Mass media models have forced media thinkers to maintain focus where monetization is higher. As time has evolved the focus has transferred from print media to radio, then TV and now digital.
From a praxis standpoint this is valid, also from a financial standpoint it is justifiable, perhaps an objective, but is it the best way to guarantee brand health and most importantly sales in the long term? Is the consumer able to distinguish a message in the middle of a huge waves coming to them at high speed?
Consistency, the selection of the correct touch points and finally messaging with purpose is the needed combination to prevail in today’s environment.
Tv plus online is a strong combination. Online, plus mobile, plus TV is a bomb.
The communication objective has to be build and then the screen selection should take place. If you want reach the young millenials, you have to use 3 screens. you have to follow them across their day.
The permanent presence of a mobile screen through the day and its preferred use when watching another screen is key.
Smart mobile devices are opening the gate to interact in a very different way with consumers. For the first time ever, you have a direct connection between the brand and the consumer that was interrupted in the past by the carrier, not any more.
So take advantage of the new opportunities and take your communication plans to the next level. It is not going to be easy, but definitively it is worth the effort.
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