Plugged in…but to what?
Research recently released by Ofcom shows that in the UK people spend nearly half their time watching television or using communication devices.
In many ways the report holds few surprises and is perhaps more a reflection of what we could already have guessed. Young people are the most switched on, older generations are increasing their own uptake and many of us now multi-task, using more than one channel or device simultaneously.
But what this report should make us wonder is what exactly is driving this vast increase and, more importantly, what implications does it have for brands and those responsible for creating and delivering them?
That we live in an ever more connected and multi-layered media environment is a truism that has long been accepted. Gone are the days when communities relied on the booming voice of their town crier for their news, when a weekly printed broadsheet handed out on street corners represented the most high speed connection available. Gone even are the days of a handful of terrestrial TV channels.
That so many people are connected to so many media streams through so many devices should in many ways herald an exciting time for brands. Rather than relying on the more traditional mass-distribution models, we can plan and implement campaigns that reach the right people at the right time in the right way like never before. As the opportunities increase so they become more and more targeted.
But it can also seem overwhelming. It takes a significant investment in time and a willingness to learn to encourage new and creative thinking. While the end users may be spending over half of their time plugged in, how many marketers have the luxury of spending anywhere near that amount of time exploring this new landscape?
A recent survey revealed that around 65% of marketers in the US find it a challenge to keep up to speed. Sure there are courses, conferences, case studies, networking and other means of trying to keep up with what’s happening. But again, it takes time.
Companies and brands need to appreciate the potential value of these new opportunities. The smart ones already are. But even those without the luxury of time and money to invest heavily in research, learning and strategies, still need to make some level of commitment.
Expectations on marketers are growing all the time, as are the factors that they have to take into account. It’s a fast-moving, ever-changing and always-growing arena, but brands need to be realistic about what’s required to succeed.
There are no failsafe guides, no guarantees, no real shortcuts. We know that today’s population relies ever more on multimedia communications and this report from Ofcom shows just how much a part of our daily lives it has become.
The task is to make a brand part of the connected experience, to make it relevant and to create genuine connections. There’s no doubt consumers are engaging and committing, but if you want them to do this with your brand then you must do the same.
What do you think?