Is it Time to Update Your Digital Marketing Strategy?
The Four-Screen GenerationMoira Davis, Vice President of Marketing at ESPN, describes the four-screen generation this way in an informative video that is part of Google’s “Think with Google” series: “Google research shows that the average consumer spends about 4.4 hours per day consuming content across four screens – computer, television, smart phone, and tablet. There’s a whole generation of consumers out there who consider the four screens interchangeable when it comes to entertainment and information. If you aren’t reaching them across all four screens, you’re not really reaching them.” A study conducted by CBS at the MGM Grand Hotel in Las Vegas showed consumers interesting content on a PC, a tablet, a smartphone, and a TV screen. All of the consumers were shown an ad about a luxury sedan on at least one screen, while some viewed the ad on more than one. Not surprisingly, considering Davis’ statement, regardless of age or demographic, consumers who saw the ad on all four screens had a more favorable impression of the brand at the end than those who saw the ad on fewer screens. So what are you doing to reach your audience on all four screens? If the answer is “we’re focusing on the Web”, then you may be missing some cost effective tools that have the potential to pay big dividends.
The Zen of Digital MarketingAs you might expect from a company called The Marketing Zen Group, around here we’re big on making sure that everything works in harmony. When it comes to digital marketing, that means helping our clients generate the biggest returns possible within their budget. For us, that usually means helping them find the right mix of digital marketing tools to create a strategy that delivers the best ROI. What kind of tools? That depends on the client, of course, and their specific needs and target audience. But it will probably include:
- Brand Leadership (content marketing through various channels)
- Paid Search, Pay-Per-Click and SEO
- Public Relations
- Social Media
- Collateral (digital or print)