Education, Organisation, Encouragement

Lazy or Selective…How Consumers Make the Call

When downloading a movie from upstairs in the bedroom is easier and faster than walking downstairs to the get the disc we must really question WHY. Is it the sheer laziness of the individual? Or are you simply avoiding visiting family members who have made themselves at home in living room? Either way the internet is here to safely provide your entertainment quickly, in HD and free from nagging questions about why you still live upstairs and when you will get your life together.
With easy access to media from anywhere in the world on every device available businesses have been subject to a colossal upheaval to their traditional communication tactics. With content demanded in every form at any time of the day or night marketing is now a 24 hour business. While late night infomercials have been shunned to dedicated channels; as consumer demand has banished their presence from their regular viewing schedule, internet advertising and digital marketing has been embraced as the alternative entertaining commercial break filler.
So with people switching screens between episode breaks how can businesses grab consumer attention? The solution…Digital Marketing. With social media towing the privacy line like a world class acrobat, consumers are receiving more targeted advertisements than ever before. These advertising campaigns are receiving more and more attention from consumers in their specific target market resulting in…campaigns that work. The IAB/PwC Online Advertising Expenditure Report found that Australian business alone spent $6.8 billion on online advertising that’s the equivalent of 3.8 million Premium Netflix yearly subscriptions. It is clear that businesses see the value in online advertising, if spending more on online advertising results in higher revenue overall then it can be justified that it is a method that works. Online advertising relies on specific generation of algorithms that enable their advertisements and campaigns to reach those who are most likely to interact with the brand or business.  It is these algorithms that make digital advertising a marketing powerhouse on a global scale.
Consumers don’t want to wade through a catalogue, 15 tv commercials or 40 minutes of radio advertisements to learn about something that may interest them. They want it now. They want it tailored to their needs and they don’t want to have to walk downstairs through a family gathering to get it.
How often do you use your phone while watching TV? Leave a comment below to join the CO-nversation.

The List & Co Team
IAB/PwC Advertising Expenditure Report:

39 thoughts on “Lazy or Selective…How Consumers Make the Call”

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