It wasn’t long ago that captive audiences could be marketed to, influencing generations of consumers to:
And of course, that:
Today, those captive audiences are going, going, gone. Television has evolved from being the only option to cord-cutters rendering them useless.
That same cord-cutter may be shown an ad while watching a video on their tablet, only for them to pick up their phone and start scrolling Instagram stories. An ad pops up on Instagram and they scroll past or close the app and switch over to Twitter. The ad on the tablet is over so they seamlessly transition back.
As a marketer, this renders your efforts moot.
What are you to do? Just give up? Cease all marketing?
That is not the answer! Thankfully, even though consumers are becoming more like the Tasmanian Devil with how hard they are to get to stay still, it is possible to get through!
The Key to Taming the Tasmanian Devil
The key is understanding your ideal customer so well you know when to reach them, how to reach them, in what doses to contact them, and what to communicate at each step of their journey and touch point.
This is the crux of Integrated Marketing Communications (IMC).
So, the consumer seems like they’re spinning and moving erratically, but if we take the time to understand them and slow things down, we will begin to learn more about what motivates them and find ways of reaching them that are mutually beneficial.
Ultimately, marketers are in the business of solving problems for businesses AND consumers. There must be a balance, otherwise the company will either go out of business because consumers realize they’re being taken advantage of (and competitors pounce) or consumers are taking advantage of the company, causing business failure.
A good starting point may be conducting a Brand Personality Audit. Doing so will inform you on how your brand portrays itself and how your consumers perceive the brand – if there’s a gap between the two, you can take action. This will help ensure your IMC can be single-minded and effective, as opposed to sending conflicting messages and being self-defeating.