Media Use Shifting To Digital Devices – What Does That Mean For Marketers?

By | Tuesday January 12th, 2016

Email Marketing ZustellbarkeitNielsen’s latest Comparable Metrics Report confirms what most of us know anecdotally to be true: Media use is on the rise, but it’s shifting to mobile and TV-connected devices.

The Q3 2015 results, released January 6, 2016, show that on a year-over-year basis, the total average audience across all platforms grew among the 18-34 and 35-49 demographics. However, smartphones and connected devices experienced the largest increases.

In fact, Millennials age 18-34 now spend nearly as much time on digital devices as they do watching television.

How are Millennials using their digital devices? Are they simply swapping one technology for another and using their smartphones to watch TV shows? Possibly. But for the purposes of this blog post, that’s not the point. I’m writing today because what really jumps out at me from this new Nielsen data is this:

It’s clear that more and more people want to consume media using their own personal digital ecosystems. They’re seeking out an individualized experience. They want to control what they’re seeing, as well as when and how they’re seeing it.

And that trend is already having an enormous impact on the way we do our jobs.

If you want your brand to spark engagement in a “personal digital ecosystem” environment, you’re going to need marketing that’s customer-centric, individualized and data-driven. You’ll need to:

  • Rely on a strong brand foundation. First and foremost, be sure you’re delivering your message clearly. Remember: A strong brand is the cornerstone of any successful marketing strategy.
  • Offer value. Design interactions around the needs, wants and preferences of your customers. How do you do that? It’s possible once you’re able to…
  • Leverage customer data. Your marketing campaigns need to be guided by data driven solutions. With the right technology in place, you can draw on customer data to develop individualized interactions.
  • Continually architect better experiences. Over time, analytics enable you to increase value to customers. That, in turn, helps you build ongoing relationships, enhance customer loyalty and ultimately, generate greater revenue.

How do your marketing efforts stack up? In Teradata’s 2015 Global Data-Driven Marketing Survey, 90 percent of marketers said that making their marketing individualized is a priority. What’s more, the number of companies where data driven marketing is either embedded or strategic more than doubled since we first started studying data-driven marketing trends back in 2013.

But our research also showed that many marketing organizations still struggle with individualizing offers and communication. For example, only 50 percent routinely apply data to engage consumers. 44 percent admit a lack of consistency in omni-channel marketing. And 80 percent say that silos within marketing prevent them from knowing how campaigns are performing across different channels.

Need help? Contact us. We’re here to listen, innovate and deliver a data-driven marketing solution – one that can bring results no matter what channel or device your customers prefer.

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John Sawyer

John is a Director of Global Corporate Communications at Teradata Marketing Applications. He has more than 25 years of experience leading global branding / marketing & communications initiatives for leading companies in the data warehousing, analytics and applications space.