The mom asked her son how he was going to watch Sponge Bob and her son replied I don’t know, why do you care? She said I am trying to tell a group of marketers how a young boy will watch Sponge Bob, will you watch it on-line, from the DVR, your phone, the iPad or other source. The boy replied, I still don’t understand – I am going to watch Sponge Bob.
It was a great example and the way that Judy Franks opened up her recent presentation(www.themarketingdemocracy.com/judy-franks) that I attended a couple of weeks ago.
We live in a world of screens and it’s all about the content on those screens. No longer can we silo a demographic into a specific medium and focus all of our marketing budget accordingly. We simply do not know how, when and where they are going to see our message. In some ways it is similar to the AT&T U-Verse ADs that show a person starting a movie in the Kitchen, pausing then continuing to watch the movie in the living room, pausing and then watching the rest of the movie in their bedroom. We may be reading a story in the newspaper then go online for a more in-depth interview on the topic or a video or keep up with the story via our smartphone.
To assume that I am going to reach my target audience in 1-3 places at 5-7 particular times is not realistic. We need to hit on all levels that our budget allows. The answer is not in single channel distribution, we cannot rely on only email or only direct mail, etc. we need to integrate our outreach.
One suggestion that Judy makes during her presentation is that it is all about the content. If the content is good, relevant and well produced, and you make it accessible then it will get in the right hands. Not only will it get into the right hands but it will come with a referral. For example, you have relevant content for your target audience and you know it resonates with them. Now Joe in that audience views the content and shares that content with his friends within the targeted audience with his note that they have to check this out. If we were to score the value of this touch it would be at the very top; qualified, referral validation and subsequent full attention to our message.
The challenge of course is the budget. We can create great, well produced relevant content and then get it out there – but can the customer afford to do it right. Do we instead end up in the continual cycle of limited budgets that then back us into potential marketing avenues as opposed to results oriented campaigns that ask how much will it cost to get this result.
They just want to watch Sponge Bob, the vehicle is secondary.
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This entry was posted on May 7, 2011 at 4:25 PM and is filed under Industry Comment, Marketing. You can follow any responses to this entry through the RSS 2.0 feed.
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We live in a world of screens
The mom asked her son how he was going to watch Sponge Bob and her son replied I don’t know, why do you care? She said I am trying to tell a group of marketers how a young boy will watch Sponge Bob, will you watch it on-line, from the DVR, your phone, the iPad or other source. The boy replied, I still don’t understand – I am going to watch Sponge Bob.
It was a great example and the way that Judy Franks opened up her recent presentation(www.themarketingdemocracy.com/judy-franks) that I attended a couple of weeks ago.
We live in a world of screens and it’s all about the content on those screens. No longer can we silo a demographic into a specific medium and focus all of our marketing budget accordingly. We simply do not know how, when and where they are going to see our message. In some ways it is similar to the AT&T U-Verse ADs that show a person starting a movie in the Kitchen, pausing then continuing to watch the movie in the living room, pausing and then watching the rest of the movie in their bedroom. We may be reading a story in the newspaper then go online for a more in-depth interview on the topic or a video or keep up with the story via our smartphone.
To assume that I am going to reach my target audience in 1-3 places at 5-7 particular times is not realistic. We need to hit on all levels that our budget allows. The answer is not in single channel distribution, we cannot rely on only email or only direct mail, etc. we need to integrate our outreach.
One suggestion that Judy makes during her presentation is that it is all about the content. If the content is good, relevant and well produced, and you make it accessible then it will get in the right hands. Not only will it get into the right hands but it will come with a referral. For example, you have relevant content for your target audience and you know it resonates with them. Now Joe in that audience views the content and shares that content with his friends within the targeted audience with his note that they have to check this out. If we were to score the value of this touch it would be at the very top; qualified, referral validation and subsequent full attention to our message.
The challenge of course is the budget. We can create great, well produced relevant content and then get it out there – but can the customer afford to do it right. Do we instead end up in the continual cycle of limited budgets that then back us into potential marketing avenues as opposed to results oriented campaigns that ask how much will it cost to get this result.
They just want to watch Sponge Bob, the vehicle is secondary.
Like this:
Tags: Ad, Direct Mail, email, Marketing
This entry was posted on May 7, 2011 at 4:25 PM and is filed under Industry Comment, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.