As World Cup fever takes hold we’ll all be glued to our TV screens as England play their hearts out and try and get through to the next round. But alas, if you’re not one of the lucky fans jetting off to South Africa or in the fortunate position to take the next four weeks off, then how do you keep up to date with the latest happenings in the world of football – the internet of course!
The internet has become our friend, our information source, and a shoulder to cry on. No matter what you need, or what you don’t, the internet will find it for you, and you don’t even have to have a pc anymore to do it – a phone will do!
We humans have evolved into information hungry beings that require instant knowledge about the latest news, heck, even a four year old can find their way to the CBeebies site to fulfil their need for the latest goings-on with Postman Pat!
No matter what industry you are in the one marketing tool that’s going to get your business noticed by your target market is a website. Any business that has a website instantly increases their audience two-fold, because a great web programmer won’t only get your site noticed by the market you were hoping for but those that you hadn’t even thought of.
Yes, the internet is here to stay, and thank goodness for that!
It appears that the white fluffy stuff is enough to bring the country to a standstill. Ok, so it’s the heaviest snowfall Britain has seen for nearly 20 years, but at the first sign of snow we lock ourselves away and wait out the storm doing the one thing we have all come to depend on – surf the internet!
According to the British Retail Consortium, during the cold snap online shopping was up 14.6% on a year ago, as shoppers turned to buying online when they were unable to reach shops due to the snow.
To those businesses that are unsure about the benefits of a website, the cost of it, the up keep of it etc, etc. this research shows that when the country comes to a halt customers can still have access to your products and services at any time of day or night – and it might be reassuring to think that when Mother Nature shows her powers the internet will keep the world moving.
Whilst many people may feel one way or another about Michael Jackson, there is no debating the world-wide phenomenon that was his life. And now in death, it seems his effect is even more powerful.
As the news about Jackson’s death began to circulate, the Internet became a focal point for people everywhere trying to verify the story, find out more facts, and pass the information on to friends and family across the world.
The vast increase in traffic caused many sites to feel the strain, with Google producing error pages on related searches, and Twitter crashing for only the second recorded time. In fact, the search for more information on Michael Jackson became so feverish, that Google rated the topic as “volcanic” on their hotness meter, even considering the sudden influx as a possible attack, and BBC News received 72% more traffic around the time of his death, along with many other sites.
The fact that the Internet can be rocked by such real, physical events is somewhat reassuring – we haven’t yet reached the stage where computers, cold and unfeeling, can report the news dispassionately, without a thought for its effects on those more “fleshly”. At least not yet, and I for one think that’s a good thing.
Media multitasker – the latest buzz words for people who watch TV and use the internet simultaneously.
Data from the European Interactive Advertising Association (EIAA) suggests Europe is turning into a continent of media multitaskers and that this breed of consumer acts very differently to those who do not use multiple media at the same time.
The media multitaskers buy more online compared with those who do not media multitask and are more likely to change their mind about a brand following online research.
It is not just young consumers that are becoming media multitaskers, but all age groups, and businesses that acknowledge the ways online media is being consumed will reap the rewards.
EIAA’s Tips for Brand advertisers
- Embrace convergence
Consumers are increasingly meshing their media and accessing more information and performing a greater number of tasks online.Media multitaskers are more active and engaged online than others and by better understanding the nuances of their behaviour; you can adapt marketing strategies and benefit from more effective targeting of a prime audience – particularly when developing multimedia campaigns.
- Socialise campaigns
As more media multitaskers communicate via social networks and establish their virtual presence online, there are a growing number of routes you can use to target them. It is important, therefore, to make sure your creative messaging and campaign is consistent across all platforms and online elements.
- Think creatively in context
With the simultaneous consumption of TV and internet, media multitaskers will have more brand messages fighting for their attention. It is important to ensure that campaigns are eye-catching and inventive, but most of all relevant, to stand the best chance of achieving brand stand-out.
- Tap into new technologies and trends
Media multitaskers are technologically savvy and likely to be early adopters of new technology. To develop campaigns that appeal to this market, it is important to stay on top of what trends are ‘hot’ and how they might evolve in the future.
- Location, location, location
Media multitaskers are leading the way in the development of mobile internet devices and are accessing the web from a widening spectrum of locations and handsets. Bear this in mind when developing campaigns – the opportunity is there to target media multitaskers via the online medium while they are at a fixed point or on the move.
- Timing can be everything
While they are heavy users of the internet generally, media multitaskers are most likely to go online during the evening. This is worth bearing in mind when planning the execution of a campaign as they are a captive and engaged audience.
- Understand how the media multitasker and their use of media is evolving
The media multitasker is already a heavily engaged internet user and it is important for advertisers to understand how their simultaneous consumption of media is evolving and becoming more complex. The internet now offers a much more varied environment where multitaskers are making the most of information, communication and commerce opportunities.
- Communicate to convert
Media multitaskers are heavily influenced by “word of web” (word of mouth online) and look to the websites of well-known brands, price comparison sites, expert comments and reviews online to provide them with the information they need to form an opinion – especially when looking to buy online. It is important that your brand, product or service has the right online presence and is well represented in internet conversations because this will help drive sales.
- Monitor and manage brand reputation
The rise of ‘word of web’ gives media multitaskers more power to communicate their own thoughts and opinions online and means that brands can be both heralded and criticised more easily. It is therefore important to be aware of how your brand is being represented and discussed online and to learn how to manage this effectively.
- Look for learnings
Online advertising benefits from its ability to be targeted, timely and relevant. Brands are increasingly pushing the boundaries of creativity, innovation and results through effective internet marketing. Look at how others are using the internet for inspiration.
