Rethink marketing: the myth of channel substitution

As more and more of our day-to-day world goes online, we still relish and prize physical experiences, whether that’s an actual conversation with another person, the feel of a new book, or struggling to get the plastic wrapper off a new CD (!). This is just as true for marketing communications.

Technology is often at its best when it supplements ‘physical’ channels, rather than simply trying to replace them.

TV loves social media and mobile
Over 80% of mobile users actively ‘second screen’, using their phones while watching television.

As many as 40% of all tweets at peak time are about programmes on TV at the time, behaviour which is actively promoted by programmes like #HIGNFY, #BBCQT or #XFACTOR.

In the US, 36% of viewers who intended to watch The Super Bowl said that they would also use second-screen apps and tools to improve their experience of watching the game, mostly for control over replays, behind-the-scenes commentary and reporting, and interaction with expert pundits.

So, you could go a long way by asking yourself a few questions about how different channels and devices might interact for your consumers, for example:

• What will your consumers be doing when you want them to receive your message?
• How long will you have to get your message across? Are you using the right channel to do that?
• Does your website deliver the information that people want on the right device? For instance, is it easy to find your ‘store locator’ tool or your customer service number when viewed on a smartphone?
• How could you capitalise on consumer spontaneity while they’re using multiple screens? Do you have a call to action on your TV ads?

The key is to build great relationships that go beyond individual channels, by understanding how consumers interact with brands in different contexts and on different devices.

By DMA guest blogger Chris Moody, Senior Strategic Planner, The Real Adventure

This is an edited version of a blog that first appeared on The Real Adventure