Here are a few facts we’ve collected from media research done in the past year:
The number of TV viewing hours of the younger generation has cut down by almost half over the past five years. The Z generation watches television on average less than an hour a day. On YouTube, however, they spend more than two hours a day. More than 50% of US households are subscribed to Netflix. 69% consider the traditional ad format as a distraction.
When it comes to promoting a product or service, 63% prefer to listen to “real people on the net” (Influencers).
Evidently, digital consumers are looking to have a certain degree of involvement and contact with brands on social. Digital users expect a relationship based on authorization where the consumer gives the brand permission to engage in a marketing dialog. Such permission can be granted by actions such as downloading the brand’s App, registering to its blog and the company’s website or tracking the company’s social.
Reach & Frequency – these two terms have been leading the industry for many years. Its main goal was clear and decisive – to spread our message to a maximum number of people and preferably expose each of them as many times as possible to what the brand has to say about itself. These terms are no longer relevant. Today, the only way to initiate successful marketing moves is to adopt different words.
Interaction & Engagement
A targeted approach should be embraced for micro-segments, ask their permission to market, create a relationship with them and provide them with value. That’s how correct marketing should be done. Size does not matter, digital knowhow is the way to go, especially for smaller brands that try to bridge gaps with the big ones.
Interaction-based marketing is a strategy that focuses on creating a two-way dialogue with customers, rather than simply promoting products or services to them. This approach is based on the idea that engaging with customers and building relationships with them can lead to increased customer loyalty and improved sales. Some common tactics used in interaction-based marketing include social media marketing, personalized emails and messaging, and customer surveys. By actively listening to customer feedback and responding to their needs, businesses can use interaction-based marketing to improve the customer experience and strengthen their brand.
Engagement is a key concept in modern marketing, particularly in the digital age. In the context of marketing, engagement refers to the level of interaction and involvement that a customer has with a brand, product, or service. This can include activities such as visiting a brand’s website, liking or sharing their social media posts, or participating in a loyalty program. Engagement is important because it helps to build relationships with customers and create a sense of loyalty and connection with a brand. In the digital age, where customers have access to a vast array of information and choices, engagement is crucial for businesses to stand out and retain customers.
So – forget about rating. You can ignore terms like reach . you should focus on attention, engagement and interaction . these terms are included in the term : Effective Reach. For that you should focus on one main target audience – those who are passionate about the category ( not one specific brand, but the whole category) these people will try your new products, they will talk about your products, they will read your content and will share the content with their friends.